Houston Cingular stores revamping to target Hispanics

Eight local Cingular stores to undergo Hispanic-focused conversion
— reported by the Houston Business Journal

Cingular Wireless announced Tuesday that it is converting eight of its Houston stores to cater to Hispanic consumers.

Beginning this week, Cingular will be converting signage and collateral in these stores to both English and Spanish.

The stores will be staffed with bilingual sales people that “will be trained to handle the needs of Latino consumers using culturally appropriate selling techniques,” according to Cingular.

The more than 420 Cingular stores that are being converted nationally to the new bilingual concept were selected according to Hispanic population density in the neighboring area. They are located in more than 40 cities, primarily in states with high percentages of Hispanics such as Texas, California, Illinois, New York and Florida, but also in other emerging Hispanic markets such as Georgia, North Carolina, Virginia and Oregon.


Author: Paloma Cruz

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