January 19, 2001, 12:00 AM

E-Commerce en E-Spanol

Don Davis

Editor in Chief

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.

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