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...