Inside the Mind of the Shopper: The Science of Retailing

8Multicultural Retailing: An Interview with Emil Morales, Executive Vice President of TNS Multicultural

In addition to new technology that is changing retail, shoppers themselves are changing, with shifting demographics and the rise of multicultural retailing. This century is seeing dramatic shifts of population, and retailers are only just beginning to wake up to the changes they need to make to capitalize on these changes. In this interview, Emil Morales, executive vice president of the TNS Multicultural practice and general manager of their Centers of Excellence, explores this changing landscape, with a particular emphasis on the Hispanic population in the U.S. as an example of the global challenges of multicultural retailing. As he points ...