The Language of Service and Sales
Witcombe reports that traffic from and sales to the Hispanic customer segment have continually grown since the launch of Crutchfield’s Spanish-language site. The company has been proactive in educating this market segment about the presence of the site and its other Spanish-language support services, spreading the news through its call center representatives, catalogs and e-mail campaigns. “Word of mouth is strong in the Hispanic community,” says Witcombe, so that in itself has helped traffic grow.
Besides growing its Hispanic customer base and share of market, Crutchfield has obtained an additional benefit from the site’s launch: A reduction in basic inquiry calls to sales advisors from Hispanic customers who use the site. Instead, when these customers call, they typically desire more product insight to help make a purchasing decision or prefer to buy offline.
While most marketers at this point are satisfied to provide their Hispanic customers with a shopping experience comparable to that enjoyed by their English-speaking customers, service-oriented Crutchfield is looking to raise the bar in serving this market segment. Witcombe was not at liberty to divulge any of the what’s or when’s of the marketer’s planned site enhancements, but she did confirm that Crutchfield has been researching features geared specifically to engage the Hispanic market and make Crutchfield its one-stop shop for consumer electronics.