BRIDGING BORDERS

Retailers are courting Hispanic shoppers with in-store demonstrations, parking lot parties, charitable events and even religious shrines. Whether conducted by bilingual store associates or third-party merchandisers, the events are being hosted by conventional chains and their Hispanic-format counterparts to attract members of the fastest-growing U.S. minority group. When we do an in-store event, we

Retailers are courting Hispanic shoppers with in-store demonstrations, parking lot parties, charitable events and even religious shrines.

Whether conducted by bilingual store associates or third-party merchandisers, the events are being hosted by conventional chains and their Hispanic-format counterparts to attract members of the fastest-growing U.S. minority group.

“When we do an in-store event, we want [Hispanic] shoppers to see that we carry the products they want and that

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