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:

ECPA to honor IVP's Bob Fryling

News image

The Evangelical Christian Publishers Association will honor Bob Fryling with...

READ MORE

Vote for the best products of 2015

News image

Christian Retailing invites Christian retailers, publishers and all who work...

READ MORE

NRF: Significant spending boost expected this Easter

News image

Americans anticipate spending more than ever on Easter this year....

READ MORE

B&H Kids' Bibleman gets reboot

News image

B&H Kids is promoting the fall release of Bibleman: The...

READ MORE

Harvest House Publishers celebrates coloring book success

News image

Harvest House Publishers announced Friday that its new coloring book...

READ MORE

‘Living Forward’ hits best-seller lists

News image

Living Forward by Michael Hyatt and Daniel Harkavy has achieved wide...

READ MORE

‘Outreach’ honors IVP titles

News image

Outreach magazine honored six IVP titles as part of the...

READ MORE

Study: Digital payments see 20 percent boost globally

News image

A new study from Juniper Research has found the annual...

READ MORE

‘Miracles From Heaven’ debuts in box office top 3

News image

Miracles From Heaven debuted in theaters to strong reviews and...

READ MORE

Oasis, Tyndale partner on ‘Africa Study Bible’

News image

Major Christian organizations, led by Oasis International, are joining together...

READ MORE

Worthy, Genesis Marketing Group partner

News image

Worthy Publishing announced Tuesday that it has partnered with Genesis...

READ MORE

Bookmasters, Paraclete Press sign fulfillment agreement

News image

Bookmasters has signed an agreement with Paraclete Press to provide...

READ MORE
100%
-
+
0
Show options

Most Popular Articles


a