In a rundown shopping center along Rancho Drive in the heart of the Las Vegas Valley there’s a tiny shop that sells herbal products for recent immigrants. It offers traditional village remedies for stomach ailments, head colds and achy backs.
The familiar Mexican and Central American brands lack the stylish packaging of popular American products. One of the more memorable products is found in a row of boxes that feature an image of an attractive couple who apparently need help to consummate their special moment. A pair of older men at the front counter look warily upon a gringo who wanders into the shop and clearly knows little Spanish, the preferred language of business in this shop.
Less than a quarter mile south sits a bright, antiseptic Walgreens. Many of the customers visiting this place will never pass through the doors of the nearby chain store. Hispanic marketing specialist Miguel Barrientos says thousands of immigrants will drive past that beacon to aging Americans in pursuit of the familiar cures.
Indeed, as with any group of people, Hispanic customers gravitate to businesses where they feel respected, understood, appreciated, valued. We rarely recognize such personal dynamics in our daily business transactions, but they are a centerpiece of our commercial decisions. READ MORE
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