J.C. Penney targets Latinas with World Cup campaign - KCTV5

J.C. Penney targets Latinas with World Cup campaign

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During the World Cup coverage that starts Thursday, J.C. Penney is making a big push to go after the Hispanic market. During the World Cup coverage that starts Thursday, J.C. Penney is making a big push to go after the Hispanic market.
KANSAS CITY, MO (KCTV) -

J.C. Penney wants to make sure Latinas feel right at home shopping at their stores.

The retail giant realizes Latin women have a lot of buying power, so they are launching a brand new campaign that is all in Español during the World Cup.

With the new commercial entirely in Spanish showing a Latina mother getting her family ready for the World Cup soccer matches, J.C. Penney hopes to score big.

During the World Cup coverage that starts Thursday, the company is making a big push to go after the Hispanic market.

"I saw the spot in there and I thought, 'That spot is dead on.' It is culturally relevant. I like the English subtitles," said Norberto Ayala-Flores, with Puente Marketing and Advertising.

Ayala-Flores started his company in Kansas City 10 years ago. He says what is good about the campaign is that J.C. Penney isn't just translating one of their English commercials, they're rolling out a campaign that is solely aimed at Latinas.

"It is like, 'Wow. You did this for me,' total connection. They respect that, want to know more about you. So it's beyond translations," Ayala-Flores said.

In recent years, J.C. Penney has been a struggling retailer. But this with new outreach that includes playing Spanish music and having bilingual signage, they hope to recover.

"For those Hispanic people that don't speak English they will feel more comfortable coming here, knowing what they're offering in Spanish will be even better," said Walter Quintanilla, a father from Kansas City, KS.

Hispanics make up 9-percent of J.C. Penney's customer base and account for double digit sales.

And Ayala-Flores says more and more companies recognize the potential to grow their business if they can connect with Latinos.

"You have this group who are happy being in the United States and speaking Spanish and English-Spanish. It is a nice blend going on. So people are waking up and seeing the differences they get when they pay and put in some investment in the Hispanic market," he said. "You have to be culturally relevant and demonstrate that we have done our homework. I know who you are and what intrigues you. It's a basic advertising principal - know your target audience and identity what resonates with them. That's what I saw in the spot with J.C. Penney and I thought they were dead on."

Eny Quintanilla and her family are regular shoppers at the J.C. Penney's at the Legends Outlets and they applaud the company's new push to reach the Latino customer.

"I think we play a pretty important role here in the U.S. because we are growing and we have big families here, that's one thing," she said.

More than two-thirds of Latina women say they're the one in the family that decides what clothes and food to buy. About half also say they take the lead in decisions concerning medicine and social activities. However only 41-percent say they make the decisions in family finances.

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