Sears will expand sales to retooled Hispanic site

Cuneo, Alice Z.
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p66
Trade Publication
This article reports on the plan of Sears, Roebuck & Co. to offer Internet sales on its Hispanic Web site. Gilbert R. Davila, vice president of multicultural and consumer relationship marketing, said the next iteration of Sears' Hispanic Web site, Todo Para Ti at www.sears.com/todoparati, is aimed at tapping into the brand equity and customer base Sears left behind when it exited Central and South America. Sears estimates that of its 850 full-line stores, about 160 have a significant Hispanic customer base. Overall, said Davila, Hispanic, Asian and African-American customers provide an estimated 25 percent of Sears' annual sales. Hispanics, Asians and African-Americans made up 24 percent of the U.S. population in the 1990 census.


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