How retailers and brands can get personal by going local

Olivier Humeau

Discusses what personalisation is, how retailers can best implement it and the benefits of going local as part of this strategy.

After decades of growth, FMCG sales in developed countries have largely reached capacity. Whereas in the past, success was about large-scale manufacturing and making stock available everywhere, the key to growth now is understanding the consumer better and tailoring the product and retail range to suit.

What consumers want is a more personalised experience both in terms of the products that are available to them, and the shopping experience itself.

Personalisation is a trend that is not going away. Whether that’s offering something that is completely individualised, or simply better understanding the character of specific neighbourhoods and stores, there...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands