We were looking for market opportunities to increase our market share and incremental revenue. Our original analysis revealed that Hispanics over-indexed compared to those of other races for visiting retailers with auto service facilities. These service providers are often eﬃcient and cost eﬀective, allowing consumers to do their regular shopping while their vehicle is serviced.
We conducted surveys with stores that were located in regions where 20% or more of the population were Hispanic. Store managers requested more customer facing associates who were bilingual, signage that was bilingual.
Working with a creative agency we launched a market test to determine the effectiveness of Hispanic-specific messaging and channel strategies within a specific test market. We advertised in Hispanic newspapers, Valpak as well as provided signage and flyers for participating stores. Once the test is completed and deemed successful, a more robust campaign would be rolled out.