Hispanic Shoppers Swayed By In-​Store Promos, Digital Tools

BY Courtney Huckabay

"Hispanic shoppers in the U.S. are more influenced by in-​store merchandising and promotions than the general population, in addition to engaging more with digital tools, such as social media, along the grocery path to purchase, according to sales and marketing firm Acosta."

"Concerning in-​store activities, 26 percent of U.S. Hispanic consumers say coupons available at the shelf impact their purchases, compared with 21 percent of total U.S. shoppers reporting the same, the company finds. Further, 18 percent say product tastings and demonstrations influence what they buy. Just 11 percent of the general population reports the same."

In fact, 39.6% of Affluent Hispanics last saw in-​store signage that led them to take action, AudienceSCAN found.

"In addition, 33 percent of U.S. Hispanic consumers research new grocery items online, compared with 22 percent of total U.S. shoppers, according to Acosta. Hispanic shoppers in the U.S. are also more likely to read retailers’ digital circulars and sign up for contests and sweepstakes after shopping than the overall U.S. consumer base."

25.5% of Affluent Hispanics think stores that advertise are typically better than those that do not advertise, AudienceSCAN reveals. So try advertising to them with radio: 69.8% of Affluent Hispanics took action after hearing a spot on the radio (over-​the-​air, online, mobile or tablet).

Data clearly shows Hispanics are the driving force behind sales growth across many key grocery categories, but the bigger challenge is to look more intently at Hispanic shoppers’ path to purchase to identify their specific attitudes and behaviors,” says Marianne Quinlan-​Sacksteder, director of insights at Acosta.

Newspaper ads will reach Affluent Hispanics too. AudienceSCAN reports 70.7% took action after reading newspaper (print, online, mobile or tablet) ads in the past year.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.