Acknowledging that many Hispanics are more comfortable shopping in their native tongue and what an important customer base Hispanics are for the home improvement giant, Home Depot has launched an improved Spanish-language site, adding an e-commerce feature for the first time.

The launch is being supported by banner ads on AOL Latino and Univision.com, as well as being featured in the company’s Spanish-language circulars and a direct mail piece that went out in mid-November. There is also an integrated radio push of Hispanic DJ endorsements in the top 21 markets.

The move follows a year in which the company increased its Hispanic focus noticeably, using email targeting and developing the first TV ad produced expressly for Latinos.

The new site features evergreen project tips and how-to content, as well as serving as a virtual Spanish-language storefront for all of the company’s products.


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