Workforce Language Services

A recnt article in NJ.com compares the services to Spanish-speakers that Latino-focused retailers provide to those provided by big box stores.   Stores such as Best Buy are hiring bilingual sales associates and linking their staff to online help when they need to communicate with limited English speakers.  Stores like La Curacao are taking customer service to another level by truly focusing on the things that make a difference to Latino customers:

For example, La Curacao offers to send staffers to the homes of first-time computer buyers for two hours of in-home training in Spanish if they buy a warranty package.

In stores, signs in Spanish — such as one hawking a remote control that reads “No se complique la vida — Todo en un solo control universal” (Don’t complicate your life — everything is one universal control) — are scattered across the sales floor.

The company also recognizes many of its customers don’t have established credit or hefty checking accounts, so it will work with them on payment terms. La Curacao can’t always keep up with the chain stores on prices, but that kind of flexibility helps the store compete, Fux said.

When buying his TV, Turan opted to pay $99 each month over nine months instead of $77 each month for 12 months. To be approved for the loan, he was required only to produce an ID from the Mexican consulate, not a California driver’s license.

To read the entire article, click here.