Armstrong.com Welcomes Spanish-Speaking Shoppers

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Armstrong.com Welcomes Spanish-Speaking Shoppers
Lancaster, PA, August 23--Making a commitment to better serve Hispanic consumers and build traffic for its retailers, Armstrong has launched its web site – Armstrong.com – in Spanish. The website is accessible from a prominently placed link on the homepage, or directly from www.Armstrong.com/espanol. "The preferred language for many of our customers is Spanish," said Jesse Engle, general manager, eMarketing. "So providing Armstrong product information and design tools in Spanish fills an important need." Almost two-thirds of online Hispanics (63%) use the Internet more than any other source for information for the final brand decision compared with about half the online general population. In addition, the U.S. Census Bureau estimates there are now about 42 million Hispanics in the U.S., up almost 20 percent from the 2000 U.S. Census. The growth of the non-Hispanic population for that same period was about 2%. "That means there are millions of Latino customers who will benefit from this service," Engle said. "This is important for Armstrong retailers as well, because more people will now be coming through their doors both informed and motivated to buy." Also helping to drive store traffic, Armstrong is advertising in a host of national Spanish-language magazines as well as banner ads on the two major Spanish language Web sites –Univision.com and Terra.com, along with an online $5,000 flooring sweepstakes. The winner will accept a gift certificate, worth up to $5,000 in Armstrong flooring and Armstrong installation, from a local Armstrong retailer. After entering the sweepstakes, consumers are encouraged to use the award-winning Design my Room makeover tool from Armstrong to design their own rooms with Armstrong hardwood, laminate and resilient floors, residential ceilings and cabinets. Consumers also are encouraged to browse the entire site and locate retailers in their area using the Store Locator.


Related Topics:Armstrong Flooring, U.S. Census Bureau