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 The IR Blog

FPO

Michael Ringman / E-Commerce

The key role of post-sale service for buyers of IoT products

The complexity inherent in large networks of connected devices brings the contact center front and ...

FPO

Carol Krakowski / E-Commerce

4 customer service takeaways from ‘Cyber Weekend’

Be honest with customers about wait times, and make sure agents have all the information ...

Advertisement