Page 54 - Synchrony US Hispanic Market Playbook

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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