ALEXANDRIA, VA -- As part of the March 8-10 Western Regional Grassroots Event in Las Vegas, NACS will offer a half-day educational session titled “Multicultural Trends: Focusing on the Hispanic Consumer Shopping Habits.” Registration to attend any of the 2006 NACS Regional Grassroots Events is complimentary for NACS retail members.
The interactive program will examine the types of Hispanic consumers and how they shop, the differences between the acculturated and unacculturated shopper, preferred shopping venues and the types of products and the importance of brands, ultimately examining the implications of how this information can enhance store design and merchandising. The session will conclude with presentations of some of the interactive exercises and a panel of experts on the Hispanic consumer.
According to the U.S. Census Bureau, the Hispanic population is the fastest-growing segment in the United States, growing at more than three times the rate of the general population.
“This has presented unique opportunities and challenges for convenience retailers, not only from a customer perspective but also from a potential employee perspective. This segment of the population is actually comprised of diverse subsets. Understanding the shopping needs and habits of this complex ethnic group is critical to convenience store retailers,” said David Morse, president and CEO of New American Dimensions, a marketing research and consulting firm that will lead the program.
“Hispanic consumers represent a tremendous opportunity for retailers, but effectively reaching them can be difficult. Misconceptions abound, and the combination of continuous immigration and increasing numbers of Hispanics being born in the United States makes Hispanics a moving, evolving target. This program will enable retailers to cut through the myths and develop a nuanced understanding of Hispanics that will help them improve their bottom line,” added Morse.
In addition to this half-day education session, the Western Regional Grassroots Event will hold Business Exchange Sessions (BES), which allow retailers to hold concise meetings with several NACS Hunter Club supplier members. Potential discussion topics for these fast-paced sessions include business reviews, new product launches or promotions, updates to trade programs, problems or areas for concern and any other items requiring direct feedback among retail and supplier trade partners.
The NACS Western Regional Grassroots Event will be take place March 8-10 at the Hyatt Regency Lake Las Vegas Resort & Spa.