I’m no demographer but it doesn’t take a numbers nerd to know that a growing and sizeable portion of America is populated by Hispanics and Latinos. Name a national retail store brand that caters to this group? In NY we have independent bodegas, but that’s about it. Among the retailers that index high for the Hispanic and Latino communities, the one I think should attempt to corner the market is Sears.
The company is talking about selling off its most profitable stores to generate cash but the bold move – the future-forward move – would be to go “all Spanish all the time.” Find the high density markets, tailor the skews, hire the right sales associates, alter the layout and colors. Celebrate Spanish culture in a store retrenchment that will not only save the company but make it thrive. The Sear Roebuck Catalog was a cornerstone of America marketing. Sears can create another transformational marketing moment by following our changing demographics. Be bold, be brave… as they might say at David & Goliath.
Peace (in Syria)!