How retailers and brands can get personal by going local

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...

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