Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers

The real competition for Hispanic market share takes place at the local level. Regardless of the nature of your business--retail, convenience stores, banks, supermarkets--if you want to be a successful and profitable player in the lucrative Hispanic marketplace, you need to understand the dynamics of the community at the local level. In this ground-breaking book, retail expert, Jim Perkins, offers scores of insights into the mindset and shopping behavior of Hispanic consumers.

Discover why a sleek mo dern store may turn off Hispanic consumers. Learn the importance of diversifying the workforce in your retail store. Listen in on neighborhood conversations around the simple pleasures of ice cream. Learn about cultural nostalgia, and when and when not to rely on Spanish as an advertising language.