{"id":3048,"date":"2025-05-06T14:30:15","date_gmt":"2025-05-06T14:30:15","guid":{"rendered":"https:\/\/youradv-prod.local\/uncategorized\/hispanic_retail_team\/"},"modified":"2025-11-19T20:03:34","modified_gmt":"2025-11-19T20:03:34","slug":"hispanic_retail_team","status":"publish","type":"mrktblog-posts","link":"https:\/\/youradv.com\/mrktblog\/hispanic_retail_team\/","title":{"rendered":"Advantage builds a bridge between brands, retailers and Hispanic shoppers\u00a0"},"content":{"rendered":"\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The buying power of the Hispanic community will exceed $2.5 trillion within the next two years. While many brands and retailers are just starting to tap into this market, <a href=\"https:\/\/mrktblog.com\/2024\/10\/09\/latine-consumers-brand-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advantage Solutions has been at the forefront of this shift.<\/a> <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Origins<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For the past decade plus, the Hispanic Retail team has built relationships and gained valuable insights by bridging the language barrier with retailers and customers. Started in June 2014, the team also works with brands to bring new products to shelf that aren\u2019t traditional to Hispanic populations. Their ability to introduce these new products and educate retailers grew out of an earlier success. Ten years before today&#8217;s Hispanic Retail team began, Andy Keenan, now EVP of retail merchandising at Advantage, started a similar team in New York to serve Hispanic independents in the Northeast.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Speaking the same Language<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Jesse Melendez, a second-generation American and a founding member of the Hispanic Retail Team, knows that language is one of the first steps to building an authentic connection.&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cWhen we first started out, the stores we were visiting were high-index Hispanic,\u201d recalls Melendez, manager of retail operations. \u201cSo, when you walked in a store, you were speaking to a manager whose first language is Spanish. If you\u2019re not speaking the language, there\u2019s a loss in translation there.\u201d&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Serving Hispanic Communities<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The 40 bilingual members of the Hispanic Retail Team come from around the country. With members in Chicago, Miami, New York, Phoenix, Southern California and more, the team is able to use local relationships and workforce connectivity to flex and deliver for brands and retailers\u2014sharing insights, providing strategic solutions, and executing in-store tasks with agility.\u00a0As the needs of the community evolve, they pivot with them, helping them to reshape the retail environment to better serve the community. <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>While Hispanic shoppers comprise the majority of the team&#8217;s market, they are far from it&#8217;s only demographic. Taking a truly multicultural approach, their work also impacts members of the African American, Cambodian, Filipino, Haitian, Jamacian, Korean, Middle Eastern, Thai and Vietnamese communities among others.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Market Differentiation<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cAdvantage is uniquely positioned to support brands, retailers and customers,\u201d explains Joe Pozzuoli, senior director of retail execution. \u201cAs this population grows, there\u2019s so much untapped potential. This team is well-positioned in these markets and structured for success within this demographic. They draw on their own experiences and insights. That\u2019s one of the main reasons we\u2019ve been able to build a long track record of delivering for our clients. Our average return on investment is nine to one with the team.\u201d&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Juan Parra, director of retail execution for Hispanic grocery, agrees. He noted that everyone on the team has a deep knowledge of the community and the industry. \u201cOur team understands what\u2019s happening at shelf because we\u2019ve put in the hours,\u201d says Parra. \u201cWe\u2019ve been in the aisles and worked at the wholesalers who supply these stores. Our people have called on the buyers at headquarters who make the decisions and helped shape what\u2019s offered in a store or across an entire banner.\u201d&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Growing with the Hispanic Community<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As the Hispanic population in the United States continues to grow, there will be even more opportunities for the Hispanic Retail Team to strategically partner with brands and retailers to authentically connect with shoppers.&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cOne of the most important things that we\u2019re doing is closing the gap between the Hispanic community and brands who want to serve them\u201d Melendez says. \u201cWe\u2019ve already seen a lot success through our partnership. There\u2019s a need for this in the industry and no matter where you go, we\u2019re a part of every community.\u201d&nbsp;<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/youradv.com\/solution\/product-aisle-shelf-reinvention-solutions\/?utm_source=MRKT&amp;utm_medium=Blog&amp;utm_campaign=HispanicRetailTeam&amp;utm_term=Hispanic&amp;utm_content=feature\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Learn mor<\/em><\/a><em><a href=\"https:\/\/youradv.com\/solution\/product-aisle-shelf-reinvention-solutions\/?utm_source=MRKT&amp;utm_medium=Blog&amp;utm_campaign=HispanicRetailTeam&amp;utm_term=Hispanic&amp;utm_content=feature\" target=\"_blank\" rel=\"noreferrer noopener\">e<\/a> about how Advantage Solutions maximizes impact at the shelf level through product placement, category management and innovative display solutions.&nbsp;<\/em>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The buying power of the Hispanic community will exceed $2.5 trillion within the next two years. While many brands and retailers are just starting to tap into this market, Advantage Solutions has been at the forefront of this shift. Origins For the past decade plus, the Hispanic Retail team has built relationships and gained valuable [&hellip;]<\/p>\n","protected":false},"featured_media":3049,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"mrktblog-category":[41],"class_list":["post-3048","mrktblog-posts","type-mrktblog-posts","status-publish","format-standard","has-post-thumbnail","hentry","mrktblog-category-advantage-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Connecting brands and retailers to Hispanic shoppers<\/title>\n<meta name=\"description\" content=\"The Hispanic Retail Team helps bring new products to shelf by working with retailers and brands to better serve the community.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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