Evolution of localization strategies
A look at how chains' localization strategies have evolved:
• 1984: Inditex, parent of the Zara apparel chain, starts work on a system that quickly gets popular items from designers to stores.
• 1995: Tesco uses data from its rewards program to customize stores and marketing offers.*
• 2000: Wal-Mart launches "Store of the Community" program to meet the diverse needs of individual neighborhoods.
• 2004 Best Buy adapts stores to focus on the local customer segments most important to them.
• 2008: Macy's introduces "My Macy's," giving local executives leeway to tailor merchandise to the locale.
Sources: The Wall Street Journal; Bain & Co.
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