Research by McCann Erickson found that consumers are seeking refuge in brands that feel smaller and more localised. Yet most retail marketers are unaware of advancements in local marketing and run scared of the idea of allowing local store managers to run campaigns that could deconstruct national brand messages. Also, the cost for a hundred-branch-retailer of running a hundred individual marketing strategies is not viable.
However, advancements in technology mean that retail chains can now execute multi-channel marketing campaigns that allow managers to use their local knowledge. Campaigns can be controlled from head office to ensure all communications are brand-compliant.
Director of strategy