MIAMI -- Retailers should reapportion marketing budgets and select sites for stores based on data that maps the growth of Hispanics, advised Wal-Mart Stores' Senior Vice President for Brand Marketing Tony Rogers at SymphonyIRI Group’s Summit here Tuesday.
According to 2010 census findings, 50.5 million Hispanics account for 16% of the U.S. population. In certain regions their growth has been so pronounced that it’s caused a shift in America’s most populous cities.
“Places that were traditionally in the top 20 like Baltimore, Milwaukee and Boston are now giving way to new growth centers like El Paso, Texas,” noted Rogers. “Does anyone have a marketing plan for El Paso, Texas? I doubt it.”
It’s likely Wal-Mart does since it constantly considers the demographic. “We’re striving to integrate Hispanics into every step of our marketing process, and beyond to merchandising and operations,” Rogers said.