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Walmart to open two supermarkets focusing on Hispanics
March 2009 -- Discount retailer Wal-Mart Stores, Inc. is targeting Hispanic consumers with two pilot supermarket locations planned to open later this year. According to the Financial Times, two former Wal-Mart Neighborhood Market locations will reopen under the new name of Supermercado de Walmart. The pilot stores will open in Phoenix and Houston in remodelled 39,000 sq ft locations occupied previously by two of Wal-Mart’s Neighborhood Market stores. The retailer said that the stores were in “strongly Hispanic neighbourhoods” and would feature a “new lay-out, signing and product assortment designed to make them even more relevant to local Hispanic customers”. The staff will also be bilingual. Wal-Mart’s Sam’s Club warehouse store also plans to open a 143,000 sq ft Hispanic-focused store called Más Club in Houston this year. Several leading regional US supermarket chains already operate Hispanic store brands, including Publix in Florida, which operates three Publix Sabor markets, and HEB in Texas, which opened a Mi Tienda store in Houston in 2006. The markets include elements such as cafés serving Latino pastries and coffee, and full service meat and fish counters. Eduardo Castro-Wright, the head of Wal-Mart’s US stores since 2005, has also been an advocate of testing new smaller, more focused formats, and raised the idea of turning the Neighbourhood Market into a Hispanic-style bodega concept several years ago. Recent independent research indicates that the Hispanic market offers strong potential for retailers. According to Experian Consumer Research, the US Hispanic population grew 20% between 2004 and 2008, and are more likely than the general US population to shop frequently and buy impulsively for products.
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