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Hyper-Localization Is A Big Deal For Retail—And Even The Chains Are In On It


Consumers are looking to get highly personalized service from their stores—that has meant hyper-localization, and it’s changing the face of retail.

“Consumers are starting to revolt against the whole chain store mentality,” retail futurist Doug Stephens tells Retail Dive, adding that “the concept of hyper-localization is really a backlash against mass marketing.”

Indie bookstores, for instance, have ridden hyper-localization to a comeback, with store openings outpacing closings in recent years—despite competition from bookstore-killing Amazon, Retail Dive reports.

Now even the chain stores are getting in on the buy-local trend, like Target’s new “Local Pride” campaign where featured artist Todd Snyder immerses himself in the culture of cities like Boston, Chicago, S.F. and LA to bring some local flair to Target locations there. [Retail Dive]