Association of Progressive Rental Organizations

What Amazon Knows About Spanish-speaking Markets – and You Should, Too

 
Overseas, Amazon is making big waves. The e-commerce juggernaut now serves consumers in 13 of the world’s top 17 economies. It just acquired e-commerce marketplace Souq.com to make inroads in the Middle East. And closer to home, it’s doubling down on the Hispanic and Spanish-speaking markets. In early March, it added Spanish to its U.S. website, and launched its Prime service in Mexico. The Hispanic and Mexican market moves are bold; e-retailers should take notice Hispanics are exerting more cultural and economic influence in the States — especially within the past decade. They currently represent nearly 20 percent of the U.S. population, a number that will grow to 28 percent by 2060. This year, their buying power will hit $1.7 trillion. English fluency is always increasing among Hispanics, but Amazon’s decision to serve them with Spanish online experiences is super smart. Nearly 75 percent of these shoppers still speak Spanish at home, and nearly all insist it’s important for future generations to speak Spanish, too. To reach these consumers in meaningful ways and build brand trust, Amazon — and businesses like yours — must consider both the linguistic and cultural relevance of key messages. If done correctly, being bold will pay off for your brand, and you will see significant gains among this market — much like Amazon undoubtedly will.
Timing is everything — and the time is now By adding Spanish to its U.S. website, Amazon will empower more than 40 million native Spanish speakers in the States — and more than 10 million bilingual Spanish speakers — to switch their online experience between English and Spanish at will.That’s a big deal. Even among bilingual Hispanics, language connects people in powerful, persuasive ways. It’s one of the best means to build customer trust and streamlines the transactional experience. The wisdom of Amazon’s move becomes even clearer when you examine how Hispanic consumers shop on the web. Google research identifies Hispanics as “power users” of mobile devices, and with good reason. They’re on their smartphones 25 percent more per week than the national average. Nearly half prefer accessing the web via their mobile devices. They shop on their phones more than any other ethnic group in the U.S., too. Most Hispanics are buying more online than they were a year ago. This perfectly jibes with Amazon’s mobile-friendly strategies. Amazon’s sites are sticky — especially for mobile users. Customers spend about 100 minutes each month on Amazon’s mobile experiences. This crushes the competition: Target and Walmart shoppers spend about 20 and 14 minutes on their mobile sites, respectively. Shoppers visit Amazon’s mobile site more than twice as often each month, too. The company’s unmatched mobile presence — and now the addition of Spanish to its U.S. website — will undoubtedly help it reach the Hispanic market, and further grow market share. Prime in Mexico: another way to woo customers In the same week it debuted its Spanish-language U.S. website, Amazon also launched its popular Prime membership in Mexico. For an annual fee of 449 pesos, or approximately $23, customers now have access to perks such as video-streaming services and free shipping. For example, in Mexico City, Guadalajara, Puebla and Querétaro, customers now have access to free, one-day shipping on select products. In Mexico City, same-day delivery on thousands of products is now available. Serving Mexicans in Spanish is an obvious requirement, but to convert them, you must support the customer experience like a local business. This includes supporting local currencies, preferred payment methods and great shipping options and offers. You’ve got to make the customer feel valued — and that’s exactly what Amazon is doing here. E-retailers shouldn’t just take note of Amazon’s bold moves — they should be moving quickly to emulate them. And the opportunities don’t end with Spanish speakers. With so many global markets primed for growth, and with smartphone adoption rates hitting new highs, companies that engage these consumers on their devices of choice — in their languages of choice — stand to gain a powerful competitive advantage. Source: apparel.edgl.com

Upcoming Events




Mike Lewis

Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.

For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.

Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!

Lauren Talicska

Arona Corporation dba Arona Home Essentials

Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.

You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).

Charles Smitherman

APRO

Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry. 

Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.

Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.

Mike Kays

Ashley Furniture Industries

As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.

Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.

The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.

Mike Tissot

Countryside Rentals Inc., dba Rent-2-Own

Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.

He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.

Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.