It’s that time again-another Case Study! Here at W5 we like to share what we’ve been doing, including recent research studies that have helped client achieve their business goals. This case study highlights W5′s approach and the resulting deliverables for a research study on how to create a retail space to satisfy both general and Hispanic markets.
My very first blog post was about the future of Spanish in the US and discussed whether bilingual efforts were still relevant to the Hispanic market of today. Later, I was assigned to a study that investigated how to refine a retail store to better accommodate Hispanic consumers’ needs, including language needs. It is essential that consumers understand the retail space whether navigating the store independently or guided by a sales representative. This can become a convoluted balance in bilingual markets where retailers will ask themselves how to accommodate for Hispanic consumers’ needs. An in-depth retail environment study can answer such bilingual marketing questions as: are bilingual
sales representatives sufficient assistance for consumers; is a cultural ‘translation’ a more appropriate marketing solution than a language translation; and will we be isolating or alienating unilingual consumers if we grow bilingual efforts?
STORE EVALUATION FOR SPANISH-SPEAKING SHOPPERS
A multinational telecommunications company wanted to under
stand how Hispanic shoppers react and engage with a newly redesigned store. The client wanted to ensure new design and layout improvements accommodate any cultural and language needs before renovating additional stores.
To understand consumer perceptions of the new store, W5 interviewed pre-recruited Hispanic consumers and employees and conducted in-store interviews, intercepts and employee interviews. In addition to Hispanic shoppers, W5 also spoke to non-Hispanic shoppers to compare experiences. Discussions centered on navigability of the space, functionality of interactive experiences, and clarity of in-store communications.
The research revealed opportunities for refining experiences and noted meaningful points of differentiation between the general and Hispanic markets. Through our ethnographic approach, W5 recommended changes to the store to enhance its appeal with the Hispanic market and outlined important criteria when catering to this community. The results ensured a store design that would successfully communicate to both Hispanic and general market consumers, encourage product interaction, and avoid confusion related to customer service, navigability, and product features and benefits.
Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5’s approach to qualitative or quantitative research contact: projects@W5insight.com.