The Home Depot, the second-largest retailer in the United States after Wal-Mart with annual sales of $81.5 billion, is making its biggest push yet to reach out to Hispanic shoppers.
Recently, the Atlanta-based retailer joined with Telemundo to create the first Spanish home improvement TV show, “Mi Primer Hogar” (”My First Home”).
In over 800 stores nationwide, bilingual signs are being rolled out, while new culturally relevant products are being developed, including last years introduction of a line of paint called Colores Origenes (”Colors of my Origins”) with a palette designed to appeal to Hispanics: capturing the richness of colors influenced from Latin America and the Caribbean, the vibrant palette features more than 70 colors.
Adding to this, how-to clinics are being taught in English and Spanish and the retail chain is partnering with national Hispanic organizations to recruit employees.
Home Depot estimates the Hispanics power will reach $1 trillion by 2008, or 9.6 percent of the gross domestic product. Acording to te company, Hispanics have spent $27 billion last year on home improvement.
Source: The Journal News
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