Marketers can increase Hispanic Share-of-Wallet & Grow Participation in Loyalty Rewards Programs.

In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics.

Emerging Hispanics, with annual incomes of $40,000 or less, reported the lowest loyalty program participation rate among five key demographic segments (Affluent, Young Adults, Core Women and Seniors) studied in COLLOQUY’s most recent Loyalty Demographic Survey, yet are the most likely to be actively seeking to join a loyalty program.

Nearly half of the Hispanics COLLOQUY studied belong to at least one loyalty program, making it clear that there is room for marketers to do better with this important group. It’s a segment that presents a unique set of challenges. Marketers are working to reach a population where a large percentage is foreign-born (about 43[%]) and whose traditional behaviors — use of cash, native language communicating and shopping for traditional foods — must be taken into account.

But COLLOQUY research points to the potential of reaching this increasingly influential and strategic demographic group:

* Hispanics tend to be highly engaged and are seeking the right loyalty opportunities more than other population segments, particularly in areas such as grocery and retail.

* Hispanics are the most likely to recommend food and grocery products to friends and family over the next 12 months.

* Emerging Hispanic loyalty program participation rose 14 percent from 41.4 percent in 2007 to 47.0 percent in 2009.

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