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NEW YORK -- Three stores in Chicago that are superb at marketing and merchandising to Hispanic consumers will be the highlighted during a special retail tour next month, sponsored by CityReach Latino and VNU's 2006 Hispanic Retail 360 Summit.
La Chiquita, Danny's Market, and AutoZone will be among several Hispanic-centric stores visited by the guided tour, which takes place Aug. 2, a day before the opening session of the second annual Hispanic Retail 360 Summit, being held at the Sheraton Chicago Hotel & Towers.
In May 2006, the Chicago Tribune's business section deemed La Chiquita one of most attractive and colorful offerings available to the U.S. Hispanic consumer. Once inside La Chiquita, tour-goers' senses will be engaged as the smell of pan recien hecho (freshly made bread) fills the store. The approach, while bi-cultural due to the neighborhood, caters to shoppers who prefer to speak Spanish. A walk to the 60-foot meat counter is simply an adventure in commerce, as various cuts of meat (arrachera, tripe, and lengua) not available in general market grocery stores are wrapped for customers.
Danny's Market is located on Western Avenue, home to numerous ethnicities including Ukrainian, Polish, Puerto Rican, and Mexican consumers. Danny believes in the 'personal touch,' a customer relationship approach that may seem forgotten in today's automated world, but is ever-so potent in this up-and-coming area.
Danny saw the potential of this neighborhood and, leaving a job at a local bottler, captured an unmet market, the U.S. Hispanic consumer. At Danny's Market, it's not just the marketing, the merchandising, or the abundance of colorful window offerings that attracts the customer -- it's the language and cultural grass roots effort that brings in the returning customers.
AutoZone, a non-food retailer that can still provide insight for supermarkets, is immersed in the fundamentals of store-specific marketing and is a good example of "how to take a measured step in marketing to the Hispanic consumer." POP and gondola top merchandisers accent the "In Language Assistance" for the "Hispanic Do-It-Yourselfers." This AutoZone is located in heavily Hispanic populated Cicero.
The Chicago tour will be led by Úlatam Retail Solutions, a bilingual, multicultural team of experts specializing in transforming trends and growth patterns in the Latin American market into increased sales, additional profits, and more frequent customer visits for your business. Úlatam's Jim Perkins, author of "Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers," will provide an overview of Chicago and its Hispanic population. At the stores, he will also discuss general merchandising tactics needed to reach this consumer, and answer questions.
The tour, which normally costs $250 per person, is included at no additional charge to all conference attendees who pre-register for the tour. There are a limited number of seats available, so registration is on a first-come, first-served basis.
For more information contact Lois Miller at (516) 868-9563, or [email protected]. For more information on the Hispanic Retail 360 Summit, go to http://www.hispanicretail360.com.