A Sense Of 'Comm-Unity'

The controversy over Arizona's recent immigration law may redefine the relationship between grocers and their valued Latino customers.

The word "unity" has stirred the hearts of men and women for generations. In the next few months, we'll be hearing more about the bicentennial celebrations of independence for many countries throughout Latin America.

Additionally, it's been 100 years since Mexico was embroiled in a revolution against state and church, an epic struggle that catapulted men like Emiliano Zapata and Francisco "Pancho" Villa to the status of legendary revolutionaries.

Now, the uproar of legal vs. illegal immigration will either unite or divide communities throughout the United States. Retail will either benefit or lose. It's an issue over which it's difficult for common citizens and businesses to remain neutral.

Deep Ties

There's probably no other industry that enjoys such an intimate connection with the consumer than that of the corner grocery store. Many of us remember going to the store as children for a gallon of milk, eggs, butter, bread or any other last-minute item Mom needed for dinner. When I was a child, the local market was a familiar friend that we visited several times a week, and where the associates knew us and we knew them.

Even today, supermarkets position themselves as neighborhood stores. Marketers and merchants vie to win the supreme title of "store of the community." Many chains have deep ties to their communities going back decades. Joe Albertson and Barney Kroger built stores in neighborhoods that primarily served white America. If Barney and Joe were here today, they'd hardly recognize the old neighborhoods. But something tells me that if they were here, they'd start developing plans geared toward the customers who live near their stores: marketing and merchandising one customer, one store and one community at a time.

Until now, grocery executives didn't worry much about a customer's residency status or citizenship, but marketers need to give thought to their company's position with a well-thought-out rationale regarding citizenship, especially if the debate spills over into the communities in which they operate.

One Organization's Idea of 'Comm-Unity'

Last month in Arizona, Senate Bill 1070 was signed into law by Gov. Jan Brewer. The law makes it a misdemeanor for immigrants to be in Arizona without proper documents and allows police officers to request proof of status if there's a "reasonable suspicion" a person is in the country illegally. On May 2, The Arizona Republic ran a rare front-page editorial that said: "Arizona politicians are pandering to public fear. The result is a state law that intimidates Latinos while doing nothing to curb illegal immigration."

In Phoenix, a common social issue has caused a highly visible organization to unite in behalf of a community it respects and supports. The NBA's Phoenix Suns wore a "Los Suns" insignia on their jerseys for game two of the Western Conference semifinals playoff series against the San Antonio Spurs on Cinco de Mayo. Owner Robert Sarver said his team did this "to honor our Latino community and the diversity of our league, the state of Arizona and our nation."

"Community" is more than just a word to Latinos. Their community has been built over the years by sharing common issues and standing together as one. Reaching the Latino community takes commitment, respect and investment. Latinos don't give their loyalty easily. They don't always write a letter of complaint and generally don't make demands. This is a key insight into understanding Latinos as customers. While they won't always complain, they may register their dissatisfaction by shopping somewhere else and persuading a dozen friends and family members to do the same. The key to winning the hearts and minds of Latino customers is to find common interest with your neighbors and have the conviction of your values to stand united. That's what "comm-unity" is all about.

Armando Martín is the co-founder of XL Edge and a managing partner of the XL Alliance, a network of companies dedicated to helping business executives elevate their culture and maximize their profits. To find more information on multicultural perspectives and practical resources, visit www.xledge.com or www.myculturalintelligence.com .