LOS ANGELES — Unified Grocers here said Monday it will introduce two new initiatives in 2014 aimed at the large Hispanic population its members' stores serve — Celebramos!, a series of turnkey store-front events, and Mercado Savings, a digital platform that complements the events.
Unified said its customer base includes more than 400 Hispanic retail stores that collectively generate more than $5 billion annually.
"It's all about driving sales and providing a measurable return-on-investment for participating brands," said Sue Klug, senior vice president and chief marketing officer. "We'll provide merchandising support and, for the first time ever with our Hispanic marketing programs, we'll have quantifiable data and critical metrics around the number of cases moved at retail."
The company said Celebramos! (Let's Celebrate!) will be built around 16 promotions throughout the year featuring six rotating themes — music, education, tradition, health, family and food — that can be customized to connect with each local community. Unified said it will initially partner with 19 Hispanic retail chains in California, with coordinated support to distribute and merchandise participating brands on site. Mercado Savings — a complementary program to the store-front events — will utilize a digital platform focused on basket-building and engaging content built on brand messaging, Unified said. To develop the programs, Unified conducted research with 35 manufacturers and 12 retailers to determine areas of opportunity.
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"These programs, created solely for the Latino shopper, will be a powerful force in generating sales and establishing customer loyalty for our supplier and retail partners," said Nancy Lopez-Pedroza, regional marketing manager for retail marketing services for Unified, "
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