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Article: Wal-Mart retools stores with Hispanics in mind; Using music as example, retailer looks to master Latino merchandising.(Multicultural)
- Article from:
- Advertising Age
- Article date:
- October 2, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JACK NEFF
Wal-mart stores accounts for 65% of Latino music sold in the U.S.-more than double the giant retailer's market share in the general market in some of its strongest categories, such as household and personal care. Now, it wants to get even better at marketing to Hispanics-which should make other retailers nervous.
Wal-Mart's plan is simple: Extend the same formulas for winning in other categories that it already uses in music, said Simon El Hage, director-strategic marketing and business development for Lopez Negrete Communications, Houston, the independent shop that has been the retailer's Hispanic agency of record for 12 years. ...