NPD Group’s David Portalatin:”Impulse purchasing is higher among Hispanics”
In last Thursday’s Regular Research Feature we posted an interesting research piece by the NPD Group on Convenience Stores and Hispanics. Among other things the story noted that Hispanics make two more C-Store visits/month than non Hispanics. Portada interviewed David Portalatin, Executive Director, Industry Analysis at The NPD Group, and author of the Hispanic study to shed more light on his research. Portalatin told us that impulse purchasing is higher among Hispanics compared with non-Hispanics in addition, he offered some interesting insights on coupon and discount strategies. More below:
Portada: Can you expand on why Hispanics buy a larger variety of items than non Hispanics?
David Portalatin, Executive Director, Industry Analysis at The NPD Group: “Hispanic shoppers have a higher purchase incidence across most categories in the convenience store including salty snacks, sweet snacks, alcoholic beverages, and fresh prepared foods. They are also much more likely to purchase a variety of grocery items. When it comes to snacks and alcoholic beverages, there are typically more items in the basket compared to non-Hispanic shoppers. This is in part due to the fact that Hispanic shopping occasions at the c-store are also more likely to include more than one person.”
Why do you think that spending level of Hispanics increases as acculturation levels decrease?
D.P.: “Spanish dominant and bi-lingual Hispanics are more likely to rely on convenience stores as a destination for a variety of shopping needs including groceries and general merchandise. Convenience retailers are more likely than their bog box counterparts to be small independent chains that are neighborhood focused and in many cases are very adept at tailoring their offer to customer needs at a store level. This might include having Spanish signage, Spanish speaking employees that create a following among lesser acculturated shoppers.”
Any insights on the type of advertising Hispanic Convenience Store visitors most react to?
D.P.: “Impulse purchasing is higher among Hispanics, so in store signage and promotional offers can be effective, especial when available in Spanish. “
Any insights about how they react to coupons/mobile coupons (FSI's in newspapers) etc?
D.P.: “We did not find a major difference in purchases made on deal/discount between Hispanic and non-Hispanic overall. However there was some slight difference by acculturation signaling that coupons or ads may not be executed in Spanish effectively. Hispanics are actively engaged in mobile internet access via smart phones including social media usage, indicating that mobile marketing strategies could be effective.”
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