As part of its efforts to address the needs of the growing Latino market, Sears Holdings is announcing the launch of its Latino social media channels. With the launch of Facebook.com/SearsLatino and its Twitter handle @SearsLatino.

"The Latino market is a vitally important customer segment for us. Given its population growth and high adoption of social media, this is a natural extension of our online initiatives," said Oscar H. Castro, director/GM International eCommerce.

"We want to create an engaging community for all of our Latino customers, whether they prefer English or Spanish, and whether they are in California, Puerto Rico, Mexico, Brazil or elsewhere in the world. We want to embrace the diversity within the community and facilitate interesting conversations that will help them enjoy shopping with us even more." In May, Portada interviewed Oscar Castro about the challenges at Sears and the launching of Sears en Español.

In order to make online shopping more accessible and convenient for Latino customers, Sears encourages them to share stories and ideas, provide feedback and learn more about Sears' Latino initiatives while they connect with other Latinos who love the Sears brand. Conversations occur in both English and Spanish on the Facebook page, which serves as a forum to engage with U.S. Hispanics and customers in Latin America and Puerto Rico.

 Sears currently runs three websites that serve the diverse Latino market:

Sears Espanol: Launched in 2009, it serves Spanish-speaking customers in the continental United States.

Sears PR: Launched in 2010, it ships merchandise only to the island of Puerto Rico. This site serves island residents as well as customers in the U.S. who want to send gifts to someone on the island. The experience is available in English and Spanish.

Sears Internacional: Launched in 2009, this portal serves customers around the world, including 25 countries in Latin America and the Caribbean. The site handles multiple currencies and is available in English or Spanish.

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