CVS/pharmacy y mas in Hialeah, Florida
When you walk into a CVS/pharmacy y mas in the Miami area, you know you are not in your padre’s CVS. It is an entirely different shopping experience, obviously geared to the multicultural/Hispanic community. The banner debuted in South Florida in 2015, and there are now 15 stores there. The concept has been expanded to Southern California in the last year with nine locations. Bilingual signage is the norm, and the added assortment of 1,500 Hispanic items makes the feeling unmistakable.
- As you enter the CVS/pharmacy y mas in Hialeah, Florida, you are greeted by an impressive view of (and the beautiful odor of) the largest fragrance department you’ll ever see in a drugstore. Hispanics purchase several products within the beauty category at higher rates than the overall U.S. market, according to research from Nielsen. The tropical and subtropical Latin American and Caribbean countries are filled with strong and distinctive fragrances such as jasmine, mango, coffee, pineapple and ocean breezes.
- While the meals vary by the region of origin, rice is a centerpiece or staple in the majority of Hispanic dishes. The meals vary with preparation of beans, tortillas, soups, chili peppers, marinated meats and other ingredients. So as you might expect, this store serves this need by having a 30-foot section with a multitude of rice cookers on display along with a large assortment of other kitchen appliances and utensils.
- Premium coffee and espresso are staples in Hispanic life. Cafe La Llave is one of the leading coffee brands and is featured on this well-shopped endcap with espresso makers, sugar, disposable cups and coffee cup racks. It’s the perfect solution-selling endcap.
- Shopping for a greeting card at this store would be a struggle for me, admittedly because I don’t know Spanish. Ninety percent of the cards are in Spanish. I should have known there was a significant supply chain for such specialty items. Definitely more variety and diversity than a typical store.
- Colgate is a very strong brand in Latin American countries, so no surprise that Colgate (pronounced “Col-gah-tay”) products are featured on an endcap and dominate the shelf space in the aisle. That prominence stems from the 50-year head start Colgate had on Procter & Gamble’s Crest. For personal care products, loyalty is often a strong factor in brand development.