Posts

Sears Goes Social with Hispanics

/in /by

Sears recently announced several social media efforts aimed at the Hispanic market, including new Facebook and Twitter programs. (It already has three separate Hispanic Web sites, including SearsPR, launched last year, which ships merchandise only to the island of Puerto Rico.)

Sears Goes Social with Hispanics

Sears Goes Social with Hispanics

Marketing Daily caught up with Oscar H. Castro, director/general manager of international e-commerce, for more details on how the Hoffman Estates, Ill.-based retailer hopes to woo the rapidly growing, social-media loving Hispanic market:

Sears Goes Social with Hispanics

Q: How do Hispanic shoppers differ in terms of social media use?

A: Social media is such an important channel for us right now; Hispanic growth on Facebook is eight times larger than the general population, and we know that Hispanic consumers spend more time on it each week as well. So for us, it seems the best thing to do is work with that higher level of engagement. We’re not creating these forums to push products so much as to build stronger relationships. And it’s pretty exciting. In two weeks we’ve gotten 16,000 fans, and a great level of engagement.

Q: But does that mean there is also an increased appetite for retail in social media?

A: Yes, I think Hispanic culture really is different about shopping. It’s much more of a family activity; the whole family goes out to the mall. They are more social about shopping, in general. They want to have more conversations. We want to join the conversation.

Q: Are there gender differences?

A: Well, younger Latinas are more likely to shop online than older women, or men. But other than that, there are not a lot of major differences.

Q: Is it effective for a marketer as large as Sears to focus on a single Hispanic market, when there are so many submarkets?

A: There are so many differences, and that’s what makes Hispanic marketing so difficult. Facebook is a great equalizer, and you can have general conversations with broader appeal. But there are many cultural nuances. What works for a Dominican audience may not for a Mexican one. So some of our efforts are extremely local.

We launched SearsPR.com last year to serve only the Puerto Rican market. We use local terminology, and a completely separate marketing program. Sears offers 290 million products online, and of course, our mission is to help our customer find things anytime, anywhere. But there are items on this site you can’t find in the continental U.S.

Q: Why so many different initiatives?

A: This market is large and projected to grow even further, and we are leaders in it. It’s not going to be a niche market, it’s going to be the U.S. market. And I can’t think of too many brands that have been very effective. McDonald’s now leads with its diversity insights, and Coca-Cola has done a great job in the Latino market. And I think we’ll see more Latin brands crossing over into the mainstream — like Corona beer.

A reminder

A reminder

1st-Ever Sears National Hispanic Heritage Month Initiative

/in , /by

Introduces new bilingual social networking site for students and parents

HOFFMAN ESTATES, Ill., Sept. 15 /PRNewswire/ — Inspired by the many Hispanic families who help their children become the first to attend college, Sears Holdings has launched the PRIMERO Hispanic Heritage Scholarship(SM) and bilingual, social networking education website in celebration of Hispanic Heritage Month (September 15 – October 15).

In Spanish, “primero” means “first”. The PRIMERO scholarship awards up to $10,000 toward college costs for those who are “first” in their family to attend college, as well as those continuing the family’s tradition of attaining a higher education. In addition to applying for the scholarship, students and their parents can also learn about the college planning process via the PRIMERO Hispanic Heritage Scholarship(SM) site — www.shcprimerobeca.com. SHC also offers a scholarship to associates of Sears, Kmart, Lands’ End and Orchard Supply Hardware.

With more than 46 million Hispanics now living in the U.S. and more than 132 million expected by 2050*, the PRIMERO Hispanic Heritage Scholarship(SM) education initiative is one of the ways Sears Holdings is reaching out to the Hispanic community. Sears recently launched a fully Spanish-translated website, espanol.sears.com, giving Spanish-speaking customers full access to its wide range of home appliances, electronics and computers, outdoor living, lawn and garden, and tools. Product names and navigation are also translated in other categories, allowing our customers to browse our websites in whichever language best meets their needs.

“We are excited to launch the SHC PRIMERO Hispanic Heritage Scholarship(SM) and education website in honor of Hispanic Heritage Month,” said Nydia J. Sahagun, director, multicultural marketing, Sears Holdings Corporation. “This new initiative is a great way to support education, while providing information and resources for college-bound students and their parents in an engaging and interactive way.”

*2009 U.S. Census Bureau

The PRIMERO Hispanic Heritage Scholarship(SM) website is Sears Holdings’ first corporate social networking site focused on education. The website is a one-stop online destination for college planning, featuring special sections to demystify the process:

— Why College – Outlines the benefits of going to college while busting myths versus facts about college

— The Plan – Tells you what to do first to start planning for college, no matter where you are in the process

— The Search – Details the types of colleges you can choose from while helping you find a match with the type of college that best fits you

— The Process – Gives you a monthly “to-do” list, checklist and information on college application requirements and on how to apply

— The Money – Provides information on typical tuition costs and how to navigate through financial aid

— At College – Offers tips for success once in college

— Blogs – Give first-hand tips from real college students on what to expect when applying for or attending college

According to Diverseeducation.com, although 98% of Hispanic high school students want to attend college, only 25% of college-aged Hispanics (18-24) are enrolled. This low attendance rate is attributed to many factors including lack of experience, resources and available/understandable information in many Hispanic communities. The PRIMERO Hispanic Heritage Scholarship(SM) and website aims to close the informational gap for Hispanics.

“We commend Sears Holdings for providing scholarship opportunities, especially during a time when a large emerging population is primarily Hispanic,” said Antonio Flores, president and CEO of the Hispanic Association of Colleges and Universities (HACU). “The reality is that without programs like PRIMERO Hispanic Heritage Scholarship(SM), attaining a higher education would not be possible for many Hispanics.

No purchase is necessary. Void in Maine and where prohibited. High school and college students from all ethnic backgrounds who are residents of the 50 United States (except ME), plus the District of Columbia, and are between the ages of 16 and 22, inclusive with a cumulative grade point average of 3.0 or higher on a 4.0 scale (or the equivalent) are encouraged to apply for the PRIMERO Hispanic Heritage Scholarship(SM). Awards include a scholarship for college worth up to $10,000 (1 winner), up to $5,000 (1 winner) or up to $2,500 (2 winners), or one of 10 Sears-Kmart ‘Back to Campus” kits, valued at $250 each. Entries must be received or postmarked by October 15, 2009, at 11:59 p.m. EST. For Official Rules, go to www.shcprimerobeca.com/es/apply-now/rules (Spanish) or www.shcprimerobeca.com/en/apply-now/rules (English). For more information on the PRIMERO Hispanic Heritage Scholarship(SM) or college preparation, visit www.shcprimerobeca.com. For more information on Sears and Kmart, visit www.sears.com or www.kmart.com. Sponsor: Sears Holdings Corporation, 3333 Beverly Road, Hoffman Estates, IL 60179.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation’s fourth largest broadline retailer with approximately 3,900 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands’ End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart. We are the nation’s largest provider of home services, with more than 12 million service calls made annually. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation. For more information, visit Sears Holdings’ website at www.searsholdings.com.

Source: Sears Holdings Corporation