January 19, 2001, 12:00 AM

E-Commerce en E-Spanol

General merchandise retailer Fingerhut Cos. Inc. has launched the "Fingerhut en Espanol" Spanish-language version of its web site located at www.fingerhut.com/espanol. The Minneapolis-based company previously has been successfully marketing to Hispanic customers, it says, and it expects that the launch of a 100% Spanish site will bring more shopping options to this segment.

The Spanish-language site offers a variety of products, a 30-day home trial, weekly specials and a credit offering that can help Hispanics build good credit histories, says Fingerhut. In addition, it offers toll-free customer service and phone ordering in Spanish.

The launch of Fingerhut's Spanish-language site corresponds with a broad Hispanic marketing initiative that includes the Fingerhut en Espanol catalog, operational changes such as increased bilingual customer service representatives at call centers, a multimedia campaign to grow Fingerhut's Hispanic customer base and joint ventures and partnerships with other Hispanic businesses.

Hispanic business currently makes up about 15% percent of Fingerhut's total annual sales, says Rafael Saldana, the company's vice president and general manager of Hispanic business.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Philip Rooke / E-Commerce

Global e-commerce: Big opportunities, but not in all markets

The CEO of an online retailer that’s actively marketing in 17 countries, with more to ...

FPO

James Kelly / E-Commerce

Google Shopping: What you don’t know can hurt you

Among other things, advertisers can’t see the search terms that don’t lead to their ads ...

Advertisement