Internet Retailer recently interviewed Ana Grace, Best Buy’s global web team site manager, about the success of Best Buy’s Spanish site and what they have learned about its Hispanic customers.
More than three years after the launch of Best Buy's Spanish site, visitor numbers continue to increase by double-digit rates each year. In addition, shoppers on the Spanish language site spend roughly twice as much money and time as shoppers on Best Buy's English site.
One of the important lessons Best Buy has learned from its Hispanic customers is not to pander to Spanish-preferring shoppers. Best Buy had initially wondered whether Spanish-speaking shoppers would like content different from the English site that was unique to Hispanic culture, but studies with consumers in Los Angeles and San Antonio proved otherwise. "Spanish-speaking shoppers got very concerned about differences in the site offerings, even in imagery," Grace said. Due to this feedback, Best Buy strives to make both sites as similar as possible.
To read the full Internet Retailer article click here.
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