First Impressions Count – (for Hispanic customers) From: adage.com

Ensuring that your front line and your store environment is welcoming to Hispanics is critical. Through advertising and other marketing tactics, you can probably get a Hispanic customer to visit you once, but the ultimate goal has to be for them to walk out of your store happy, willing to come back and, most importantly, have something positive to share with their friends.

Sharing is the operative word here, because WOM, or word-of-mouth, has gained influence with the digital explosion. For Hispanics, WOM is not new nor tied to the digital world. Hispanics, especially less-acculturated ones, tend to rely more heavily on the influence and recommendations of their friends and family when it comes to making purchases. This is particularly true for purchases of products that they are not that familiar with or that require a more elaborate thought process and comparative shopping. Additionally, Hispanics are not afraid to share their unsolicited opinions with other people whether they know those people or not. “*

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