When you walk into a CVS/pharmacy y mas in the Miami area, you know you are not in your padre’s CVS. It is an entirely different shopping experience, obviously geared to the multicultural/Hispanic community. The banner debuted in South Florida in 2015, and there are now 15 stores there. The concept has been expanded to Southern California in the last year with nine locations. Bilingual signage is the norm, and the added assortment of 1,500 Hispanic items makes the feeling unmistakable. Steve Frenda, managing director – community development for the Path to Purchase Institute, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face. Contact Steve at sfrenda@p2pi.org.