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MULTILINGUAL RETAIL UNITS PUT TO USE INSIDE U.S.

While computerized interactive retail units are seen as an answer to the language barrier in selling American products overseas, astute marketers are finding new uses for them in ethnic areas within the United States, according to a report.

This is particularly true in the Hispanic market, say researchers at Intermark Corp., a pioneer designer-producer of retail units.While there are some 20 million Hispanics living in the United States, the insertion of multilingual computer chips makes it possible to accommodate such groups as Puerto Rican, Mexican, Cuban, Caribbean and other overall Spanish groups with slang phrases and pertinent language common to these subgroups rather than a basic translation into pure Castilian Spanish.

The researchers note that interactive units near retail counters can provide accurate, personalized information and product-choice guidance when customers prefer not to talk to a salesperson or when one is not available.