Inmar Releases Data on Hispanic Shoppers at FMI Connect Conference

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Presentation made by shopper behavior expert Devora Rogers in FMI “Learning Lounge”.

Inmar, a company that operates intelligent commerce networks, today announced that Devora Rogers, Senior Director, Retail Insights, presented findings on Hispanic shoppers from the 2014 Inmar Shopper Behavior Study at the just-concluded FMI Connect conference in Chicago. Rogers presentation, entitled “Un Futuro Prometedor – Profiling the Hispanic Shopper,” explored several significant attributes of this group – including media preferences, content usage/influence, promotion response rates, in-store reaction to supply chain issues and how they engage with the healthcare industry.

Hispanic shoppers are a growing shopper segment as Hispanics are the nation's largest ethnic minority and comprise 17 percent of the nation's total population. The Inmar study revealed Hispanic shoppers are:

  •     Meeting their grocery needs beyond the traditional grocery store;
  •     Tech savvy, engaging with their smartphone across the shopper journey;
  •     More brand sensitive;
  •     Influenced by promotion and are looking for ease of use; and
  •     Engaging with the healthcare system in non-traditional ways.

Hispanic shoppers shop for groceries in more channels than non-Hispanic shoppers including warehouse/club, mass merchandisers/supercenters and drug and dollar channels. Their behavior is part of a growing shopping practice of multi-channel acquisition as 1o percent of all shoppers are skipping the grocery store completely and another 15 percent shop in the grocery store only once a month.

As for technology, more than three-quarters of Hispanic shoppers use smartphones. And, they are using them in a variety of ways over the shopper journey including, finding store locations (56%), looking for online coupons to use in-store (55%), plan which retail store to purchase product (54%), look for information on upcoming sales (53%) and compare prices across different websites (51%).

This shopper segment has also been shown to be brand sensitive and, as a group, will seek out a number of alternatives when a product is not available in store. If they don’t see the product on the shelf, 24 percent will either ask a store associate to help find the product or ask them to order it. Sixteen percent will go to a different store to find the product and 14 percent of Hispanic shoppers end up online if they can’t find the product in store.

At the same time, this group comprises active coupons users with 89 percent of Hispanic shoppers regularly using a variety of coupon types and special offers including digital offers from a retailer, Internet print-at-home coupons and paper coupons from a newspaper insert, direct mail or store circular. Half of Hispanic shoppers report that promotions are “very” or “extremely influential” in their decision to try a product.

Technology use by this group extends into other areas as well with 90 percent of Hispanic shoppers using technology in a wide variety of ways to engage in their healthcare and learn about their options. Some of the ways they are using technology include learning about a medical condition for which they have been diagnosed (72%), learning about treatment side effects (72%), diagnosing their own symptoms (62%) and comparing treatment options (59%).

“As the marketplace further fragments and becomes increasingly diverse, the importance of Hispanic shoppers is increasing as quickly as their spending power,” says Rogers. “Successfully penetrating the Hispanic market will create tremendous business development opportunities, but, in order for brands and retailers to generate conversion, they must truly understand what is required to engage with this unique and digitally enabled shopper segment,” adds Rogers.

Inmar will be hosting a webinar proving an overview of these findings and other key shopper behavior trends identified in the 2014 Inmar Shopper Behavior Study on Thursday, June 19 beginning at 3:30p.m. Eastern Time. The program is entitled “Exploring the Not-So-Secret Lives of Shoppers” and will be presented by Rogers and Nicole Steward-Streng, Shopper Insights Manager.

Those interested in attending the hour-long webinar should click here to register.

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The Inmar 2014 Shopper Behavior Survey was an online survey of 1,091 shoppers conducted by Inmar Analytics in January 2014. Respondents were between the ages of 18 and 69 and were identified as the primary or shared decision maker/shopper in their home. Response quotas were employed to ensure a sufficient base size of Hispanic and male shopper populations. Weighting was not applied to survey results. Survey participants were asked about 1) their shopping behavior in general, 2) how they engage with technology relative to shopping, 3) their attitudes toward promotions and 4) how they discover/acquire promotions, i.e. coupons and/or rebates.

Inmar is a technology company that operates intelligent commerce networks. Our platforms connect offline and online transactions in real time for leading retailers, manufacturers and trading partners across multiple industries who rely on Inmar to securely manage billions of dollars in transactions. Our Promotions, Supply Chain and Healthcare platforms enable commerce, generate meaningful data and offer growth-minded leaders actionable analytics and execution with real-time visibility. Founded in 1980, Inmar is headquartered in Winston-Salem, North Carolina with locations throughout the United States, Mexico and Canada.

For more information about Inmar’s products and services, please call 866.440.6917 or visit

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Sharon Joyner-Payne
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