US retailers that develop targeted marketing, ranging and merchandising strategies for African American, Hispanic and Asian American customers are seeing a clear commercial advantage, according to a study commissioned by Coca-Cola. Such ethnic groups represent about a third of the population, the study says, and so targeting them through merchandising is essential. The report also finds that the most successful US stores have a recruitment policy that reflects the ethnic makeup of their local community. The report is based on interviews with retailers, manufacturers and distributors across the US. {{NEWS }}