Bienvenido

The most important welcome sign you hang in front of your store may not say “welcome.”  According to the 2008 census figures, about 18% of all U.S. residents speak a language other than English at home.  And that does’t take into account foreign visitors who are in the U.S. for business or pleasure.  But how many retailers are ready to welcome customers in any language other than English?

Americans are not known for being multi-lingual, so it can be a challenge to find employees who speak another language.  But the Guitar Center store in Chicago where I took this picture has created a sign that they can take down if their Spanish-speaking employees are not present.  And when the “Hablamos Espanol” sign is up, Hispanic customers know that the Guitar Center is eager to have their business.

The Spanish-speaking market is a significant percentage of the customer base in many parts of our country.  Bilingual staff is one way to appeal to these shoppers, however merchandise selection also comes into play.  Do you have greeting cards in Spanish? Do you know what types of gifts are appropriate for Latino weddings and quinceanera celebrations?

It is impossible to have employees on hand to speak every language on the planet, of course.  Clearly marked prices and a friendly staff are equally important.  You might want to do some role-playing with your sales associates to make them realize the challenges of shopping in a place where you can’t make yourself understood.

I’ll be facing that challenge myself next week, visiting Spain and hoping there are “We Speak English” signs to welcome me.  Money may be an international language, but it only talks when we can understand each other enough to create an enjoyable shopping experience.

Happy Retailing,

Carol “Orange” Schroeder