After having made a significant investment in creating a fully bilingual version of their website, Best Buy is pursuing the Hispanic market on multiple fronts.
During the holidays, Best Buy launched a series of campaigns on many of the major Spanish-language portals, including Univision, MSN Latino, Billboard en Español and Batanga, and ran an email marketing campaign to reach out to Latino technology enthusiasts.
Ana Grace, Hispanic Initiatives Site Manager, told Portada that they are currently planning a number of initiatives aimed at this growing audience, specifically focused on the Hispanic passion points of sports and entertainment.
Ana says in the Portada article “We are really proud of our role as market leader in being able to
offer Hispanics and specifically Spanish preferring Hispanics an end to
end robust Spanish language shopping experience across our online
channel, phone channel and in our stores.”
Latinos tend to be more brand loyal than the general market and they over index in the use of many technologies, particularly mobile phones and applications. By investing in this market in difficult economic times, Best Buy is likely to go far in establishing a very strong competitive position with this segment.
See original Portada article
