By Emma Clarke
It makes sense that consumers prefer to purchase products in their native language. It’s the easiest way to find the exact item you want, not to mention the special relationship that many people have with brands from their childhood.
Which is why Wal-Mart decided to open up a ‘supermercado’ especially designed for their Hispanic customers. Research by retail information provider Information Resources suggested that the Spanish-speaking market could bring in profits of $84 billion (£55 billion) over the next ten years.
Wal-Mart hasn’t stopped at providing bilingual product descriptions in their shops. They also play Latin music to hopefully make shoppers feel more comfortable.
What could Britain’s supermarket giant Tesco do to emulate Wal-Mart’s success?
Bearing in mind that Polish is the second most widely spoken language in England, the obvious choice would be to expand into Polish stores. In Wales, for the moment there are more Welsh speakers than Polish ones, but it was a closely fought race (546,000 Polish speakers versus 562,000 Welsh speakers).
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