Target looks to Latino shoppers to boost holiday sales
{{#rendered}} {{/rendered}}COLMA, CA - JUNE 15: A customer enters a Target store on June 15, 2015 in Colma, California. CVS Health announced that it has agreed to acquire Target's pharmacy and clinic businesses for an estimated $1.9 billion. (Photo by Justin Sullivan/Getty Images) (2015 Getty Images)
Target is looking to Latinos to help boost its holiday earnings.
The Minneapolis-headquartered chain is stepping up its Spanish-language television advertising by 67 percent, according to the Wall Street Journal.
It’s also making changes to its merchandise to be more multicultural in the hope of connecting in a more meaningful way with the nation’s largest minority group. One example is its expansion of hair, eye color and skin tone for its “Our Generation” dolls.
{{#rendered}} {{/rendered}}"Think about all girls coming to our stores and being able to see themselves and engage with a doll that reflects who they are," Mark Tritton, Target's chief merchandising officer, told the Journal.
Target CEO Brian Cornell has made a priority of reaching out to Latino and younger shoppers since he assumed the post in 2014.
The chain is making Latino-aimed advertising part of its overall marketing work, contrary to its past practice of using more niche-like outreach.
{{#rendered}} {{/rendered}}"You're going to see more integration as opposed to a separate Hispanic marketing plan and a general marketing plan," said Rick Gomez, Target's senior vice president of marketing.
Target's holiday campaign will take the form of a Broadway-like musical. It will star bilingual actresses Kylie Cantrall and Isabella Russo, and the advertising will air on English- and Spanish-language television networks.
Target moved away from just translating ads into Spanish in 2015, when it ran a marketing campaign called “#SinTraduccion,” or “without translation.” During the Billboard Latin Music Awards in the spring, Target ran television ads aimed at Hispanics.
{{#rendered}} {{/rendered}}Nielsen reports that Latino purchasing power reached $1.3 trillion in 2015, up 5.7 percent from 2014. The community’s buying power accounts for 10 percent of all U.S. buying power, the Journal reported.
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