As the title suggests, this column may not be for everyone, but even if your stores don’t sell beer, wine, or spirits, you may want to read on. Understanding the cultural, social, and economic factors that influence shopper spending decisions is critical to effectively marketing and selling all products, and that’s precisely what I’ll be talking about.
Let’s start with cultural relevance and selection. Retailers should offer the popular and traditional brands that the Hispanic shopper prefers, especially those they recognize from their countries of origin (or those of their ancestors).
Stocking popular Latin American brands of beer, tequila rum, and wine will resonate well with shoppers, so stock Corona, Modelo, Pacifico, and Dos Equis beer; Don Julio, Patrón, Jose Cuervo and Herradura tequila; Bacardi, Havana Club and Ron Zacapa rum and Malbec from Argentina, Carmenere from Chile and Spanish Rioja.
Next, align promotions with Hispanic shopper cultural celebrations such as Cinco de Mayo, Dia de los Muertos and various national independence days.
How to Improve Marketing to Attract the Shopper
Retailers can create themed displays and offer discounts on popular alcoholic beverages to help celebrate these occasions.
Along the same lines, a great merchandising technique for the category is to create vibrant, colorful shelving that highlights special promotions or seasonal offers to catch the shopper’s eye.
Try using cultural symbols and imagery to create an inviting and familiar shopping experience, using bilingual signage to cater to English and Spanish-speaking customers, and featuring recipes and cocktail ideas that incorporate promoted beverages.
Related Article: Impact of AI and Technology on Hispanic Purchasing Behavior in the US
Like almost everything else, edible or drinkable, sampling and tastings are a very effective marketing tool if permitted by local laws.
Offering in-store tastings to introduce the shopper to new products works particularly well. This drives sales and allows customers to try before they buy, increasing their confidence in the retailer as a trusted advisor.
Sponsoring local Hispanic events and festivals and attending community gatherings will also build brand loyalty and trust. Shopper rewards programs that incentivize repeat customers with discounts or special offers on their favorite alcoholic beverages will also help.
Retailers need to use these efforts to gather data on customer preferences and tailor future promotions accordingly.
Ensure that Prices Are Competitive with Other Local Retailers
Surveys show that Hispanic shoppers are value-conscious and often look for the best deal. Offering bulk discounts or promotions can attract cost-sensitive shoppers.
In addition, try bundling alcoholic beverages with related products like mixers, snacks, and traditional Hispanic foods. This increases the average transaction value and provides convenience for shoppers looking to host gatherings or celebrations.
Retailers should train their staff to be knowledgeable about the different types of alcoholic beverages (and other products), including their origins and how to enjoy them best. It often helps to provide brochures or flyers with pairing suggestions and cocktail recipes that educate customers about the offered items.
Non-Alcoholic Beverages are a Gold Mine
A final point about non-alcoholic beer and wines like Cerca de Cerveza and Kally Rosé Sparkler, and mocktails. All retailers can and should be selling these categories because they are growing faster than their alcohol cousins, and the trend shows no sign of softening.
By embracing cultural relevance, creating engaging and informative shopping experiences, and fostering community connections, retailers will more effectively merchandise and sell alcoholic beverages and related products to the shopper. This will not only boost sales but also build long-term loyalty and trust.