You’d be forgiven for wondering if you’re in the right place the next time you walk into a Whole Foods and see hand-written signs, locally-sourced food, and posters promoting a community fundraiser. Whole Foods and other progressive retailers like Starbucks and Lululemon Athletica are increasingly shedding their national standards and conventions to achieve a more local brand image. Even Walmart, which has epitomized national retailing for so many years, is starting to re-think its chain mentality and now places buyers in the field so they can work closely with local farmers. In the words of its executive vice-president and chief merchandising and marketing officer, “This is really the year of localization.”
Megastores Want to Be Like Mom-and-Pop Shops… Sort Of
Customers want local, so national chains are trying to adapt.
October 24, 2013
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
Learn More & See All Courses
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.