What: Curacao is rolling out a series of initiatives to attract Hispanic millennials and reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.
Why it matters: The Hispanic community is growing and its priorities are changing, which is why companies like Curacao need to take their services a step further to take care of their expectations in a more effective way.
Curacao, the Hispanic-centric retailer on the West Coast serving diverse communities in Los Angeles, Las Vegas, Tucson and Phoenix, is rolling out a series of initiatives to attract Hispanic millennials and reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.
The company shift encompasses internal and external initiatives tailored to modernize, engage and advance the customer experience. This will be accomplished through the promotion of aggressive competitive pricing and interest beat guarantees, implementation of progressive store policies and enhancement of the stores’ interiors with contemporary features and technology.
“Our customers are rapidly changing and we are evolving with them. We have conducted extensive research to understand their needs and uncover any areas of friction. As a result, we have designed a companywide change initiative to improve their experience and meet their expectations,” said Ariela Nerubay Curacao’s CMO, who also talked to Portada in an exclusive interview.
In the coming months, Curacao will be introducing new product launches from premier brands including Samsung, LG, Kate Spade, RayBan and Michael Kors, as well as strategic in-store partnerships with top Latino brands, including Univision Deportes, PantaYa and Los Angeles Football Club, to ensure customers receive a tailored shopping experience.
Over the past 35 years, Curacao’s retail stores have become a place for family and friends to convene and unwind. So, the company recently introduced customer lounges, featuring hotel lobby amenities, including free Wi-Fi, hot drinks and pastries. In celebration of “Children’s Day”—a Mexican observance that honors and appreciates children—Curacao premiered a new KidsZone that allows parents to shop leisurely while their children are taken care of by trained staff and engaged with stimulating activities and entertainment.
The Latino consumer has always been at the forefront of technology, and to provide an experiential outlet for their customers, Curacao introduced a new Innovation Hub (currently available in select stores) featuring the latest technologies, such as virtual reality machine rides (VR) that customers can enjoy at no charge.
Curacao also provides a number of other services including Curacao Money Transfer, which allows customers to send cash to Latin America using their Curacao credit card for only US $2.99—the lowest fee in the industry and travel services that enable consumers to book flights, hotels and vacation packages using their Curacao credit card. Curacao Export allows customers to purchase items in the U.S. and have them shipped anywhere in Mexico and Central America. Now, Curacao also provides same-day local delivery on select merchandise.