Making Multicultural Marketing a Forethought

Sandra Diaz

Discusses how Sears, Roebuck & Co. implement multicultural marketing in their retail stores.

Making Multicultural Marketing a Forethought

Sandra DiazSears, Roebuck and Co

As a multicultural pioneer, Sears created many of the tried-and-true marketing strategies used today by companies seeking to target the growing multicultural market. Having reaped the benefits of being first to recognize such an opportunity, in the past two years Sears has sought to refine its approach to gain its fair share of a multicultural buying power that will reach $2.3 trillion in 2010.

In a retail environment where making the day is king, 2010 seems a long way off. Today, however, “minorities” make up 40-60 percent of the...

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