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Sears debuts Latino social media channels

Hoffman Estates, Ill. - Sears Holding has launched as well as its Twitter handle @SearsLatino as part of its marketing campaign geared toward Hispanic consumers around the country.
"The Latino market is a vitally important customer segment for us. Given its population growth and high adoption of social media, this is a natural extension of our online initiatives," said Oscar H. Castro, director/gm international e-commerce. "
Conversations take place in both English and Spanish on the Facebook page, the company said.
Sears currently runs three websites that target the Latino market: Sears Espanol, for Spanish-speaking U.S. customers; Sears PR, a multi-lingual site for U.S. customers who want to send merchandise to someone in Puerto Rico; and Sears Internacional, a global portal that includes 25 countries in Latin America and the Caribbean.

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