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Hispanic women represent the most proactive shopper segment in terms of searching for the best deals across all retail channels, according to WSL/Strategic Retail, a consulting firm on shopper behavior and retail trends.
The finding was revealed as part of the Company’s How America Shops MegaTrends report, Moving On 2012, which noted that Hispanic women are more actively using mobile devices, coupons, online searches, dollar stores and deep discount retailers to save money, as compared to other female demographics.
“Hispanic women are an important population to watch as early adopters of the future of shopping,” said Candace Corlett, president of WSL/Strategic Retail. “To achieve the American Dream of having it all, Hispanic women shop more creatively than other demographics, utilizing every savings opportunity to get what their families need at the lowest price.”
WSL/Strategic Retail found that
Nearly 60 percent of Hispanic women use apps to search for the lowest price.
53 percent make it a point to search online before going shopping.
53 percent are using their mobile devices in the store to find electronic coupons, sales and discount codes.
75 percent are using traditional coupons to get the lowest sale price
54 percent only buy items that are on sale.
63 percent will travel further to shop at a store where they can save money.
43 percent will buy a pre-owned product if it lets them get a brand that they couldn’t afford new.
These findings gain significance when compared to the shopping behaviors of other ethnic demographics, as Hispanic women consistently rank higher than both Caucasian and African American women, by about 10 percentage points.
WSL/Strategic Retail draws several conclusions from the study to enable retailers to define and prepare the right retail strategy as consumers return to shopping, but with new rules and restrictions that influence what they buy and where they buy it.
For more information or to purchase the full report, visit www.wslstrategicretail.com.