Retail is a location-centric business. Every transaction; every customer's home address, online search, and IP connection; every coupon offered and used; every delivery, store, and missed omni-channel purchase—each one of these can be analyzed and connected to any and every other action by location.
What is localization? In this context, it is using local market characteristics to place the right products at the right price in the right store at the right time. It requires location- specific planning and execution strategies across departments including targeted marketing, sales, merchandising, store operations, and distribution.
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