David Mesas

MoneyGram International is one of the world’s leading money transfer companies, enabling consumers who are not fully served by traditional financial institutions to meet their financial needs. MoneyGram offers money transfer services worldwide through a global network of 334,000 agent locations – including retailers, international post offices and financial institutions – in 200 countries and territories.

“The entire U.S. multicultural marketing opportunity is an ever-changing world, and… Show more

MoneyGram International is one of the world’s leading money transfer companies, enabling consumers who are not fully served by traditional financial institutions to meet their financial needs. MoneyGram offers money transfer services worldwide through a global network of 334,000 agent locations – including retailers, international post offices and financial institutions – in 200 countries and territories.

“The entire U.S. multicultural marketing opportunity is an ever-changing world, and that’s the world that we deal with,” said Hal Gronfein, MoneyGram’s Vice President of Marketing for the United States and Canada. “We don’t just talk about reaching Hispanics or Latinos – we talk about reaching people from Mexico, Guatemala, Brazil and Venezuela. Our ability to understand those nuances greatly impacts the success of our business.”

Business Challenge:
In the business of global money transfer or remittance, multicultural marketing isn’t a supplemental program – it’s the key factor to doing more business. That’s why MoneyGram International takes a highly sophisticated, targeted approach to understanding the diversity of its customer base, comprised of U.S. residents originating from more than 200 different countries. Due to its global reach, MoneyGram faces a unique challenge: it must understand both the nuances of customers from hundreds of different cultures, mapped and projected with a hyper-local degree of intelligence.

Solution:
Geoscape, combines robust demographic and economic data within dynamic mapping analytics platform and projects relevant insights on MoneyGram’s highly diverse customer base. Geoscape helps the MoneyGram team reach the right demographics with the right store locations, sales agents and key messages.

Business Benefits:
• Identifies new sales opportunities faster and more efficiently
• Increases sales volumes in targeted stores
• Improves operational efficiency in allocating sales and marketing resources Show less

The Business Issue

With a company promise of “Service is our best part,” Advance Auto Parts strives to fine tune the customer experience to the needs of Hispanic consumers. The company requires detailed know- ledge about the Hispanic population relative to each store in order to engage appropriately with these consumers, from advertising and marketing to in-store signage merchandising, and staffing.

The Solution

Advance Auto Parts relies on Geoscape Intelligence System… Show more

The Business Issue

With a company promise of “Service is our best part,” Advance Auto Parts strives to fine tune the customer experience to the needs of Hispanic consumers. The company requires detailed know- ledge about the Hispanic population relative to each store in order to engage appropriately with these consumers, from advertising and marketing to in-store signage merchandising, and staffing.

The Solution

Advance Auto Parts relies on Geoscape Intelligence System (GIS), an online market intelligence platform, to deliver fine-grained insight about the Hispanic population for each store location.

BUSINESS BENEFITS

Sales increases in targeted stores.
Market share increase.
Sales, marketing and staffing aligned with the language and culture of each store’s Hispanic customer base.
Enhanced commercial account relationships with personnel and communications matched to customer backgrounds and languages.

Gaining Store-by-Store Insight into Hispanic Consumers


The market intelligence Advance Auto Parts has gained from Geoscape has had a profound effect on their retail store operations from marketing and merchandising to signage and staffing. By knowing the exact makeup of a population relative to a new store, they can proactively hire store team members who meet the language and cultural needs to connect meaningfully with consumers in that location. “Because it is so important for us to engage with our Hispanic customers at every point in the customer relationship, we look at having the right talent that can serve our Hispanic customers better than anyone else,” Suarez says. Show less

The company’s mission is to cater to the distinct needs of Hispanic consumers by providing authentic Latin cuisine. To meet this goal and continue its growth path, Goya Foods must precisely target its products to local Hispanic consumers as food choices are driven by multiple demographic factors. For example, Hispanics from Mexico tend to use pinto beans, while Cubans tend to use black beans in their cuisine, and those who grew up in the Dominican Republic and Puerto Rico prefer pink… Show more

The company’s mission is to cater to the distinct needs of Hispanic consumers by providing authentic Latin cuisine. To meet this goal and continue its growth path, Goya Foods must precisely target its products to local Hispanic consumers as food choices are driven by multiple demographic factors. For example, Hispanics from Mexico tend to use pinto beans, while Cubans tend to use black beans in their cuisine, and those who grew up in the Dominican Republic and Puerto Rico prefer pink beans.

In addition, Goya Foods must understand the shifts in migration within the U.S. Internal migration patterns have accelerated over the past few years, requiring the company to keep pace with rapid changes in concentrations of specific racial and ethnic groups as these shifts can materially affect product and marketing strategies. “To identify the best product distribution and manufacturing strategies as well know how to best sell to our target consumers, we need accurate, in-depth and timely data,” says Alvaro Serrano, Senior Marketing Manager at Goya Foods.

Goya Foods uses Geoscape Intelligence System, an online market intelligence platform, to gain in-depth understanding of their target consumers such as race, ethnicity, country-of-origin, income, education, language preference and level of acculturation.

Business Benefits:
Detailed analysis of a local market’s consumer audience provides strong proof for product recommendations, strengthening Goya Food’s negotiating position with store buyers.

Marketing campaigns, couponing and merchandising can be precisely targeted to local consumers, increasing their effectiveness.

Ability to pinpoint migration patterns and new concentrations of target consumers enables accurate identification of new market opportunities

Increase sales in under-penetrated retail trade areas by matching product distribution to consumers’ cultures and tastes. Show less