Christian Retailing

NEWSLETTERS Current Issue ICRS: ‘The Big Opportunity’ focuses on attracting Hispanic community
ICRS: ‘The Big Opportunity’ focuses on attracting Hispanic community PDF Print E-mail
Written by Ginny McCabe   
Thursday, 26 June 2014 11:48 AM EDT

ICRS-Hispanic-webRetailers had an opportunity to learn how to expand their customer base, increase traffic and sales during the International Christian Retail Show (ICRS) on Tuesday with the workshop “Attracting Hispanics to Your Store,” led by Fred Ichniowski, senior sales director, and Roberto Cortez, associate, both with My Healthy Church.

Cortez greeted the attendees in Spanish to help stress the importance of knowing your customer base, being able to communicate with them and the value of forging relationships with the Hispanic community.

Cortez encouraged Christian retailers to make their Spanish-language product accessible and easy to find.

“If you have Hispanic product, flaunt it,” Cortez said. “You have the products they need.”

The presenters also addressed communication, marketing investments, advertising and the resources that are helpful in reaching Hispanic customers, such as Hispanic (Spanish) cable television.

“As a retailer, every customer that walks into the store is an opportunity to make a sale, and the more sales you generate, the better off you’ll be as a retailer,” Cortez said.

“I’ve been involved in the CBA industry for over 20 years, and this has been the biggest opportunity that has been untapped in the industry,” Ichniowski said. “Over the past five years, it has expanded dramatically, and it will continue to expand.”

This is “The Big Opportunity” to reach a demographic that’s not being reached right now, Ichniowski said.

Participants asked thoughtful questions from a retail and ministry standpoint such as, “What is the future?” and “How are we able to tap into [the Spanish market]?”

“I think the industry as a whole needs to open their eyes and wake up to the opportunity that the fastest-growing segment of our society is in the Hispanic community, and that those folks are looking to be served, and inside that community, building relationships is the most important thing,” Ichniowski noted.

When it comes to further reaching out to potential customers, attendees explored the questions, “Who are they?” and “What are they tapping into?”

“If Hispanics see they matter to you, they will shop your store,” Cortez said.

The presenters also shared beneficial data, including a 2012 Nielson report that said: “Any company that wants to develop and grow in the United States has to attract the Hispanic consumer. It’s a must.”

It’s time for CBA retailers to understand those relationships are there to be had, and it’s time to start building them,” Ichniowski stressed.

Several dozen retailers attended the Tuesday mid-day session.

“The response was excellent. Those that were at the session were there for a reason. They have either already dabbled in Hispanic product, in carrying Hispanic product and reaching the Hispanic community in their stores, or they were very anxious to learn about how to do that. They’re getting out in front of the curve, understanding this is ‘The Big Opportunity,’ ” Ichniowski said.

 

In this current issue:

IVP to publish ‘one of the most important Christian artists of our day’

News image

InterVarsity Press (IVP) has announced the acquisition of three books...

READ MORE

WaterBrook Press to publish upcoming Rifqa Bary memoir

News image

Muslim-turned-Christian Rifqa Bary takes readers beyond the headlines of her...

READ MORE

U.S. retail sales pick up slightly in August

News image

Commerce Department figures announced Friday showed a 0.6% increase for...

READ MORE

‘Harbinger’ follow-up hits ‘New York Times’ list

News image

Jonathan Cahn’s The Mystery of the Shemitah (FrontLine) has charted simultaneously...

READ MORE

HCSB translation joins Blue Letter Bible site

News image

The full text of the Holman Christian Standard Bible (HCSB)...

READ MORE

Southern gospel event aims for record attendance

News image

Preparations are under way for the National Quartet Convention to...

READ MORE

CBA announces ICRS 2015 theme

News image

CBA has announced the 2015 International Christian Retail Show (ICRS)...

READ MORE

HarperCollins hires new Bible executive

News image

HarperCollins Christian Publishing (HCCP) announced Thursday that John Kramp will...

READ MORE

Southern Gospel Music Association announces Hall of Fame inductees

News image

The Southern Gospel Music Association (SGMA) announced the eight individuals...

READ MORE

Chick-fil-A founder and author Truett Cathy dies at 93

News image

S. Truett Cathy, Chick-fil-A founder and chairman emeritus, died at...

READ MORE

Harvest House apologetics author John Weldon dies at 66

News image

Harvest House Publishers author John Weldon died Saturday afternoon, Aug....

READ MORE

Willie Robertson joins ‘Left Behind’ production team

News image

Duck Dynasty star Willie Robertson will executive-produce Left Behind, the...

READ MORE
100%
-
+
0
Show options

a