Blog: En La Esquina
Where is my Super Bowl display?!
You know it when you see it. It's those telltale signs that say you are in a store that really knows its Latino customers. I can't help but notice all the great window signs like "Café Bustelo 6oz.-2/$3.00" and "Carolina Rice 20lb.-$7.99." The store has a very nice flow of product, providing its customers with the Latino choices they seek and, more importantly, making it obvious that the owner is not strongly affiliated with a particular brand.
But what perhaps tells me the most about the store is not what I see, but what I don't see: Super Bowl displays. Here we are, the weekend before the big game, THE SHOPPER MARKETING OCCASION OF THE YEAR, and nada. What gives? Nothing appears in their circulars? Was I in the Twilight Zone?
I looked around, and no one was wearing a jersey, not at this store, no football fans here, but certainly a lot of fútbol fans. I came to realize as I looked around, had I been here 6 months ago, during the World Cup, the store would have been going crazy with fans supporting their national teams. Clearly this store knows its fans like it knows its Latino meat cuts (Center cut pork chops-$1.79 lb. and Longaniza Dominicana 10oz-$2.59). The Super Bowl isn't for every retailer and it's refreshing to see a store making the right move when it comes to its merchandising for its customer base.
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