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In a global world Australia is going local

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22.05.13: Some of the country’s largest companies are planning increases of up to 60% in their allocation for

localised marketing, according to a report released today by the Australian Centre for Retail Studies (ACRS).

The first Australian study of its kind, commissioned by Retail Safari, part of the global CPM group, explores the

growing phenomenon of local and personalised marketing in a rapidly evolving and channel-saturated retail

landscape.

ACRS Research Director Dr Sean Sands says: “the implications

for companies are clear. Developing strong engagement at

local community and individual levels is a must.”

“Localisation is no longer just about customising creative

messages and running a few local promotions, but has to

integrate and involve all channels and touchpoints.

It encompasses everything from strategy, pricing and

merchandising to field teams, websites and media planning,”

Dr Sands adds. “Fundamentally there needs to be a paradigm

shift in the way marketers develop strategies for acquisition

and sales.”