Page 54 - Synchrony US Hispanic Market Playbook
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QUALITATIVE LEARNINGS
The physical retail shopping experience runs the spectrum of purely transactional to
enjoying the “thrill of the hunt,” or a social experience.
Shopping on their own or with others depends on the mission – a practical
approach towards buying essentials vs. shopping as a fun activity.
For the most part, these are not impulsive shoppers and tend to research and
plan their purchases.
These are busy and budget-conscious consumers who seek convenience and good
value.
They are savvy and thorough researchers, searching for products and pricing
online before going to the physical store.
Knowledge is power – this is a consumer who does thorough research to be well
informed.
Because the online shopping experience is not a substitute for the retail visit,
proximity and convenience are key.
These consumers like rewards and special promotions but fear runaway debt and
carefully manage their purchases.
While respondents will recognize having signed up for and using a card based on
promos and rewards, they are careful not to let that drive their purchase
decisions. They are careful managers of their expenses.
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