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Community leaders helped us better understand
the needs of the Hispanic communities we serve. Customers in
these communities now have increased access to products and
brands previously unavailable. Everybody wins. |
Robert J. Ulrich, Chairman and CEO
Target Corporation and Target Stores |
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| Target |
Minneapolis-based Target, the upscale discounter
with over $39 million in sales and 1,080 stores nationwide,
is successfully drawing the dollar power of one of the fastest
growing markets in the country – Hispanic immigrants.
Target developed a prototype store aimed at Hispanic immigrants
in Southern California's City of Commerce. To cultivate
this market, Target consulted community leaders on consumer
preferences.
According to the 2nd Annual Inner City Shopper Survey (2000)
from ICIC, discount department stores like Target have found
success in selling everyday home goods in the inner-city market.
According to the study, Hispanic residents of inner-cities report
relatively high levels of purchasing and spending on major product
categories as compared with their non-Hispanic peers.
Based on its success, Target is expanding this sales approach
across the country, using Spanish-language magazines, Web sites,
cultural events, and promotions.
find an expert who can help your company with developing untapped markets |
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