MIAMI — Navarro Discount Pharmacy has launched a Spanish-language version of its website.

Visitors to navarro.com can click on the "En Español" icon on the site’s home page to change the site’s language to Spanish.

“The new Spanish language content allows us to better serve loyal customers already familiar with the Navarro brand and reach out to the millions of U.S. Hispanics who are online today,” director of e-commerce Gus Milla says.

“Proud of their Hispanic origins, these Hispanics are in search of products familiar to them from their countries of origin including food, tea, nectars and cola, soap, cleaners and entertainment such as domino tables and cards,” he notes.

Navarro.com En Español includes video and rich media content on family and health-related topics plus product reviews, prescription management tools and e-commerce purchasing capabilities for all of its signature products.

In addition, customers can use the site to refill prescriptions, check the status of an order and find unique products for purchase such as Cuban coffee, pastelitos, ethnic cookies, Cuban bread, domino tables and a variety of over-the-counter and beauty products.

In addition, Navarro’s line of more than 300 Vida Mia private label products is available ­online.

Researchers have estimated that nearly 30 million Hispanic consumers across the country are online.

Milla says Navarro’s Spanish-language website is the result of repeated requests that the drug chain has received over the years from Hispanic consumers who want the company to ship its products to markets far from its South Florida base.

Meanwhile, Navarro has expanded the product mix in its store in the Sunny Isles section of Miami Beach by opening a 600-square-foot liquor store adjacent to its drug store.
The liquor store has a separate entrance and is stocked with an array of domestic and imported wines and liquors.

“Adding the liquor store in Sunny Isles was a unique opportunity that we decided to take advantage of,” vice president of marketing Cristy Leon-Rivero says. “It is also another way for us to continue to serve our customers and offer the value proposition they are accustomed to at Navarro.”