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

Mike Cassidy / E-Commerce

5 e-retail planning tips for holiday 2017

Monday’s turn out to be prime shopping days during the holiday season.

FPO

Anna Johansson / E-Commerce

Why is social proof big for niche brands?

A small online retailer that lacks brand recognition can get a big boost from high ...

Research Guides

Advertisement