How a Technology Brand Accelerated Market Share Growth with Hispanic Consumers at Retail

The Challenge

A national technology brand had already seen strong sales in multicultural markets and was outperforming expectations with Hispanic consumers – particularly Gen Z and family-oriented shoppers. However, the brand lacked a clear understanding of what was driving its resonance, making it difficult to amplify those effects intentionally or scale them through the Halo Effect across additional consumer segments.  

The Approach

The brand partnered with Collage to decode the behaviors and values driving Hispanic consumer engagement. Diving into the deep cultural traits and consumer insights of Bicultural Hispanic Gen Z and tech adopters audiences, Collage identified key dimensions of the brand’s cultural fluency that were influencing retail behavior:

The Solution

The brand acted on these insights in three integrated ways:

Collage also uncovered an unmet need for in-culture storytelling, technology as a tool for empowerment, and flexible payment options to match the younger Hispanic buyers’ financial behaviors.

1. Retail Merchandising

• Curated family-centric displays and demo experiences in high-Hispanic density stores.
• Activated in-store signage and messaging in both English and Spanish, celebrating community and connectivity.

2. Content and Messaging

• Refreshed campaign visuals to reflect bicultural lifestyles and multigenerational families.
• Launched Spanish-preferred content on key digital platforms, leveraging social proof from bilingual influencers.

3. Consumer Experience Enhancements

• Promoted flexible installment payments and “tech for all” messaging in high-traffic retail settings.
• Introduced simplified onboarding for devices and services to appeal to first-time tech adopters in the household.

The Business Impact

Activating these insights generated greater momentum and advocacy from Hispanics that attracted adjacent audiences.

The brand achieved clarity around what was driving success – and how to scale it:

• Increased Hispanic retail engagement in priority markets, especially among Gen Z tech adopters and bilingual families (parents of Gen Alpha).
• Drove early gains in brand preference and purchase intent through culturally resonant retail experiences.
• Built internal alignment across brand, retail, and media teams with a roadmap rooted in cultural fluency.

The strategic focus on cultural authenticity and family connection helped turn occasional buyers into loyal brand advocates, setting a new standard for how technology brands grow with multicultural consumers.

Learn what top brands say about Collage and how they apply cultural intelligence to fuel growth in our client testimonials and case studies.