HOUSTON — Targeting Hispanic shoppers across demographic classifications, nationalities and geographies is a significant challenge for retailers. To meet it, many call on a distributor that specializes in the Latino market. Midway Importing Inc., for one, services all major national retailers and most chains. “Where there are Hispanics, Midway is there,” says chief executive officer Chris Hartman. “We have done extensive research on demographics, including the recent results from the 2010 U.S. Census to analyze local populations for individual stores to help them decide on the proper product mix and inventory levels.” Much of the company’s business is direct store. It runs routes through 44 states and distribute to all 50, plus Puerto Rico. Midway’s sales merchandise team works at store level to understand each outlet’s demographics and recommends the most effective mix, and promotional support, based on seasonality and advertising.

 

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