Sears Rolls Web Site Targeting Puerto Rican Market
When it comes to targeting Hispanic consumers, most online merchants take an approach that centers on simple translation of their Web site—or even just portions of it.
But the Hispanic market is not monolithic, and segmentation by culture distinctions can be key. Retailer Sears took a large step in that direction in June with the launch of a fully transactional Web site aimed specifically at one Spanish-speaking market: Puerto Rico.
While the main Sears.com site has had a Spanish-language version for years, the new site is specifically aimed at the 4 million residents of U.S. territory, where Sears has maintained retail stores for about 70 years. It’s also meant to serve those 4 million people in the continental U.S. who identify themselves as of Puerto Rican heritage and who may want to send merchandise to friends and relatives back home.
The Web site features a full inventory of products with local pricing and promotions and an online product catalog designed for Puerto Rican residents. For the first time, it also extends the shopping options that mainland customers have with Sears, including choice of delivery to home or office or in-store pickup for online purchases. Customers will also have access to online layaway and the Shop Your Way shopper rewards program.
“We’ve got a long-standing commitment to providing choice and convenience for our customers, and that’s what we’re trying to deliver here,” says Imran Jooma, president for online at Sears Holdings, the parent to the Sears and Kmart brands among others.
U.S. customers will also be able to order from the SearsPR.com site for items to be delivered on-island, avoiding the costs of shipping from the mainland. Those orders can be placed from a home browser or using in-store kiosks at Sears outlets.
Users can toggle between Spanish and English on the new site. “the predominant language on the island is Spanish, but we wanted to accommodate buyers in the continental U.S. who are mosre likely to be part of the bi-lingual generation, comfortable in both languages,” Jooma says.
Design for the Puerto Rican site, at least in this first iteration, is more brand-oriented and less merchandising-driven than the main Sears site, emphasizing the company’s history on the island and large photos of family activities.
“We’re leveraging what customer have told us is important in Puerto Rico: the pride of our associates, the brand’s position on the island, and the trust and heritage our customers associate with Sears,” Jooma says.
