Mercury Mambo’s 2009 Hispanic Shopper + Retailer Study

With ten years experience working with Hispanic retailers and consumers across the country, Mercury Mambo has gained invaluable insight and knowledge of this important segment. During this time, we realized that the Spanish-speaking consumer segment and those retailers located in high Hispanic neighborhoods are often under-represented in existing research studies. The 2009 Hispanic Shopper + Retailer Study is designed to fill this void and provide marketers with on-going insights and a better understanding of these unique consumer and retailer segments.

The 2009 Study takes a deep dive into the effectiveness of Hispanic experiential and promotional marketing. Our goal was to gain an understanding of key motivators from both a retailer and consumer standpoint that influence purchase in today’s economy.

The Study is comprised of two convenience samples in high-density, Hispanic neighborhoods:

* Spanish dominant (72%) and Bilingual (28%) Hispanics: intercepted at malls, shopping centers, special events and other high traffic areas
* Retailers: interviewed face-to-face, a combination of large chain, independent and small store managers selected from Mercury Mambo’s Hispanic Retailer Database.

Mercury Mambo utilized our proprietary arm, HispaniPoll™ to conduct over 300 one-on-one surveys across seven markets: Los Angeles, New York, Miami, Chicago, Houston, Dallas and San Antonio.

KEY FINDINGS:

* 78% of consumers purchased a featured product after having participated in both a price promotion and store event
* 1/3 of consumers surveyed say they are participating in more promotions and events
* 72% of Retailers felt that store promotions with entertainment were very effective in reaching their consumer base

OBSERVATIONS:

* As a result of the difficult economy, Hispanics are buying generic, using coupons/offers/sampling, using discount stores and waiting to buy.
* Both Consumers and Retailers are generally aligned in regards to the most appealing promotions and events

Other topics explored in this inaugural report include:

* Effectiveness of different types of face-to-face brand engagements (live branding events, promotions, sampling, etc)
* Effectiveness of various types of retailer merchandising & promotions (couponing, displays, signage, sweepstakes, etc)
* Effectiveness of online promotional activities
* Social aspect & dynamics of branded events, implications for WOM
* Retailer assessments of promotional & event outcomes: awareness, interest, image, & sales
* Retailer assessments of past promotions conducted in their stores
* Retailer willingness to provide measurement data during promotional period
* Brands & categories recognized for experiential & promotional marketing
* Recession & value seeking

If you’d like to learn more about the study and its results, contact Liz Arreaga at 512-447-4440 xt 122.”

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