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
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