Texas-based grocery retailer H-E-B, in partnership with P&G, is testing a new Men’s Zone floorplan concept in three of it’s San Antonio area stores. The concept features a manly blue-lit aisle complete with flat screen TVs and over 534 male personal care products.
According to a report in the San Antonio Express-News, P&G pitched the concept a year ago requesting the San Antonio area to debut the concept due to its large Hispanic population which generally spends more money on general grooming products.
We think this is a smart move. It may event prove to be genius. Why, you ask? Hispanic males tend to shop more frequently than their anglo counterparts. This number goes even higher among recent arrivals. It is not uncommon to see groups of 3-4 Hispanic men filling up two grocery carts on a weekly basis.
And, if you’ve ever been to a Latino nightclub on a Saturday night, you know this target is right on.
Positive initial sales results validate not only increased interest in the category, but also the power of this consumer segment. P&G has obviously done its Hispanic shopper marketing homework, uncovered key insights, and acted upon them. The results: total sales of products +11%, body wash product sales +37%.
What Hispanic shopper insights have you uncovered? Are you ready to act?
I agree, the Men’s Zone is an interesting concept. The insights you share of how P&G sold the idea to H-E-B too seems compelling. However, in my opinion, the stores are off the mark.
I’ve gone on several occasions to visit 3 of the Men’s Zone locations. With each visit to each of the stores, I saw Anglo men confused by the sections, shaking their heads in a confused manner, and walking on. Further, many of them were wearing Wrangler jeans, had long side burns, and most all, boots. I didn’t see Hispanic men shopping/buying from these stores. It was mostly women doing all the buying.
As might be anticipated (similar to the Restaurant industry), with a refresh to the fixtures, sales should see an increase.
Again, great concept, however, H-E-B should have opened these stores more closer to the South side of town vs. in Boerne and areas that are experiencing white, urban sprawl.
Hispanic shopper see shopping as a great experience and they love to go shopping in groups, meaning tagging along all family members. They also are very attracted to mark-down sales and most of the time keep themselves updated on what’s hot and what’s not.