Session Description: This session is a dive deep into what drives Latinx consumer's purchasing habits. Latinx consumers have the unique trait of blending their physical and digital shopping experience, this provides an opportunity for marketers, in a variety of industries, to reach them. And, because Latinx consumers are young, economically powerful and growing in population, they represent a tremendous opportunity for growth.
In addition to blending their digital and physical shopping experiences, Latinx in the US view their consumer journey as a community endeavor. The Latinx path to purchase is social and circular, meaning recommendations of friends, family, and virtual networks play a preeminent role in product/service discovery, awareness and decision making. The Latinx consumer keeps up with the latest trends by being constantly connected to their inner circles, asking for advice, recommendations, and approval from those who mean the most to them.
This presentation will focus on the +19 year expertise & knowledge Victoria has regarding the Latinx consumer, highlighting the distinctive features of their buying power including an examination of the degree to which these features represent myths or truths about the Latinx consumer. The session concludes by suggesting how immigration and acculturation affects their values and behaviors and will provide recommendations for reaching and engaging them.