Optimize the omnichannel experience for multicultural consumers

The 2016 Multicultural Retail 360 Summit, slated for Aug. 24-26 in San Diego, Calif., will focus on how multicultural consumers use the Internet, social media and their mobile devices, while also showing retailers how to engage with nontraditional consumer segments and what organizational and strategic requirements are necessary to grow their business through a multicultural focus.

With the theme “Optimizing the Omnichannel Experience for Multicultural Consumers,” this year’s conference program will feature Christian Martinez, head of U.S. Multicultural for Facebook, the world’s largest social networking site. He will unveil insights from a recent Facebook study that found that multicultural consumers are organically mobile, and reach for their phones first to discover, research and shop.

In another session, representatives from Jewel-Osco, the grocer renowned for its experiential activations celebrating Hispanic, African-American and Kosher communities, will provide video footage from its eighth annual “Taste of Hispanic Heritage,” 16th annual “Taste of Black History” and first “Taste of Kosher” events. The retailer will be joined by the leader of a majority-owned supplier to discuss key takeaways and share tips about getting products on the shelves at Jewel-Osco and driving sales growth in an ever-evolving market. Speakers include Jim Seidler, category manager, ethnic and specialty foods, Jewel-Osco/Albertsons; Yakov Yarmove, corporate lead for kosher foods, Albertsons/Safeway; and Marcus Johnson, CEO and founder of FLO Wines.

The conference will also explore the many ways to reach and engage multicultural consumers, including through the dance-fitness program Zumba. Alberto Perlman, CEO, will discuss the history of the international fitness craze and how all types of companies, from retailers to insurance firms, are using Zumba to make themselves more relevant and interesting to multicultural consumers.

Creating and nurturing a productive and diverse workforce is another focus of the conference. Debra Sandler, an African-Caribbean-Latina senior executive, will share personal and professional views on approaches to creating a truly productive and diverse workforce.

Other sessions at this year’s conference will feature experts in Hispanic, African-American and Asian-American marketing.

For the third consecutive year, the summit will be co-chaired by multicultural executives from two of the world’s largest retail chains. Javier Delgado-Granados, senior marketing manager for Walmart Stores Inc., and Angel Colón, director of multicultural development for Kroger Inc., will once again lead the summit's advisory board, which is composed of representatives from 13 leading retail organizations who provide essential input and feedback on the conference programming.

In addition to Delgado-Granados and Colón, the advisory board includes multicultural experts from 7-Eleven Inc., Jewel-Osco/Albertsons, Best Buy, Bi-Lo, ampm, Chevron Corp., Exxon Mobil Corp., Hy-Vee Inc., Maverik Inc., Milagros de Mexico, and Walgreens Boots Alliance.

As in past years, the conference will kick off with a guided Cultural Immersion Tour to several ethnically savvy Southern California retailers on Wednesday, Aug. 24.

The Multicultural Retail 360 Summit is produced by Stagnito Business Information, which also publishes Convenience Store News, Progressive Grocer and Store Brands. For more information about the 2016 Multicultural Retail 360 Summit, click here http://www.cvent.com/events/multicultural-retail-360-summit/event-summary-8a8b4f39ef5e42d48127c320d702ddeb.aspx