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Hyper-localisation is an alignment strategy that helps retail brands and businesses mould into the requirements of a locality-based market environment. Marketing-wise, it helps retailers tailor their value propositions to cover the needs and expectations of highly specific, local market segments. Hyper-localisation surpasses the notions of traditional localisation by focusing on cities, neighbourhoods, and sometimes even stores.

Suppose that the owner of a supermarket store wants to open another store/branch on the other side of the city where the market conditions are slightly different. Hyper-localisation requires that the owner customises the new store and its marketing and other business aspects to align with the specific requirements of the new marketplace.

Hyper-localisation is nothing but customising a business comprising its marketing, operations, HR, and other key functions to suit any local market environment. In the context of this blog, the emphasis will be more on the marketing aspects. Further in this blog, we will explore how retail brands and businesses are using the hyper-localisation strategy to create, sustain, and enhance the quality of experience they deliver to customers.

Hyper-Localised Offerings

Hyper-localisation requires businesses to zoom into the local demands and trends. This makes it possible for them to customise their offerings to the specific needs and preferences of a local customer base. This could also mean differences in the offerings of one store from another of the same retail brand or business. Reflecting the needs and wants of customers by offering the right range of products goes on to boost customer experience. An ideal example to understand this is a bakery business. Hyper-localised retail requires that retailers seek to understand the factors that shape the demand and preferences in a local market. Some of the key considerations would include:

  • Presence and offerings of competitors (a direct indicator of local demand patterns)
  • Storing and consumption requirements (e.g. fried items are for immediate consumption)
  • Price sensitivity (e.g. fancy items that cost premium may be less preferred)
  • Demand patterns (types of products that get more sold, e.g. salt over sweet)
  • Demographic factors like age (e.g. heavily sweetened products may be avoided by people after a certain age or extra-cheesy pizzas may be preferred more by youngsters)
  • Impact of culture and tradition (e.g. certain meat-based products may not be accepted)
  • Possibility of attracting new segments (additional product lines/product variants, e.g. if there is a potential segment of office-goers in the vicinity, tea/coffee/quick snacks could be added)

Personalisation at the Hyper-Local Level

Hyper-localisation serves as an enabler of personalization in retail. Adopting hyper-localisation means that retailers must have a good understanding and vision of local customer segments.

Contextual personalisation allows retailers to personalise various aspects of customer experience and customer journey. Product recommendations can be made based on alignment with local trends and preferences and not merely based on generalised online behaviour. Retailers can send targeted promotional offers and discounts relevant to the local context. A common example of this is the publishing of discounted sale advertisements using print media for upcoming local festivals. Even the in-store experience can be adjusted to reflect the preferences and expectations of local communities.

Retail hyper-localisation creates the possibility to customise how retailers communicate with their customers as brands. This includes simple measures like the use of local language(s), cultural and traditional references, local music/art, and any other element that helps resonate better with a local customer base. Using technology, retailers can deliver geo-targeted advertising content to customers specific to common geography and interests. There is also scope for sending personalised communication like emails or smartphone messages/notifications (in adherence to prior permission and applicable laws) to highlight relevant promotional campaigns, privilege membership benefits, etc.

Delivering more a personalised experience helps create better and long-lasting memories.

Targeted Promotions

Hyper-localisation is an effective tool for targeting specific customer segments with curated promotional campaigns that have the potential to resonate more strongly in a local market. It enhances the possibility of achieving higher levels of customer engagement and conversion rates.

In contrast to generic approaches, retail hyper-localisation allows to focus on specific customer segments within a given geography. It becomes possible to craft promotional campaigns in the context of local needs and aspirations. For example, a QSR may emphasise promoting its cold beverage product line during the summer months. With a better understanding of target segments and the personas, the targeting and impact of this promotional campaign can be made more effective.

Hyper-localised retail promotions tend to elicit stronger feelings of attachment. It is not that someone is searching online for cat food and a cat food brand is the next thing on their social media feed. More than data, empathy is far more powerful in resonating with fellow humans. If cat food is a highly searched item in a given geography, product recommendations in that geography should also include cat care products. Cat parents would love that. Data and automation should not lead to mechanised solutions when we are talking about customer experience.

Reaching the right audience enhances the chances of grabbing their attention and encouraging them to take advantage of the hyper-local marketing promotional campaigns. The right promotions reaching the right audience also improve brand perception.

Enhanced In-Store Experience

In retail, the in-store experience covers the entirety of the perception that customers generate and accumulate in their shopping journey when they physically visit a store. This journey starts the moment they enter a store. It continues with their interaction with various perceptive elements in the store. It ends with their purchase (or no purchase) decision and exiting the store.

Hyper-localisation is providing a more localised and personalised in-store experience to visiting customers. It can enhance the quality of the shopping journey and experience of customers making it more fulfilling and memorable for them. Hyper-localisation of in-store experience can take place via:

  • Store layout and design (e.g. premium appearance in posh localities)
  • Merchandising and planogram (e.g. stuffed shelves can give the appearance of being busy)
  • Customer support (e.g. personalised versus standardised)
  • Level of technology integration (e.g. self-service options, interactive displays, etc.)
  • Sensory elements like colour, lighting, music, and scent
  • Overall brand experience (e.g. brand voice, staff training, value-added services, etc.)

The variations in in-store experience should not lead to compromising with core brand values. Without reasons for major shifts in brand positioning or the applicability of strong market variables, the elements of in-store experience should not vary in extensive degrees.

Community Engagement

By customising offerings and other aspects of business to align with the needs and aspirations of a locality or neighbourhood, retailers can exhibit a strong degree of acknowledgement and understanding of local values and considerations. This helps reflect concern and prioritising of what matters within a community. Collaborating with local entities creates the scope of building a more rooted connection with local communities. Supporting local events serves as an example here. Community engagement is not meant to be treated as a strategy. It should be seen as an entity becoming a part of the local community. Business prerogatives may require a store to be shut but that should not deter the essence of becoming a part of where one serves.


Retail hyper-localisation allows businesses to tailor their offerings and other marketing aspects to create superior customer experience. Localisation also does the same but hyper-localisation is done at the level of specific, neighbourhood, locality-based market levels.

Hyper-localisation requires businesses to focus on local demands and trends. This makes it feasible to customise offerings to cater to the specific needs and preferences of a local customer base. Product recommendations are more accurate in hyper-localisation because of concentrated emphasis on a relatively small base of customers. For the same reason, promotions can be curated and targeted with higher efficacy. The element of in-store experience can be localised to a greater extent enhancing the quality of the shopping journey and experience of local customers. Aligning with the needs and aspirations of a locality or neighbourhood, retailers can exhibit a stronger message of acknowledgement and understanding of local values and considerations.

Done right, the efforts of hyper-localisation often prove to be successful in shaping customer experience in local markets and positioning as a local brand.

For enquiries on retail business solutions or to speak to one of our expert retail consultants, please drop us a message and we will reach out to you.


What is an example of hyper-localised customer experience in retail?

For example, a QSR (Quick Service Restaurant) may emphasise promoting its cold beverage product line during the summer months. With a better understanding of target segments, the targeting and impact of such a promotional campaign can be made more accurate and effective. The quality of the insights and understanding of local customers affects how promotional content is written or created, by which channels or platforms they are published, highlighting of any relevant issue, if any local celebrity or influencer should be involved, etc. Such a curated campaign increases the possibility of resonating strongly with the target segment of customers. This marks the beginning of having a positive influence on customer experience by winning their attention and creating potential interest to carry forward the shopping journey.

What is the difference between personalisation and localisation?

If your bank wishes you on your birthday, that is personalisation. If such a practice is perceived as an intrusion into privacy (say in your region) and your bank decides not to continue with that practice, it is localisation. In personalisation, the focus is on individual users/groups or small segments. Content, products, or services are tailored to align with their specific needs, preferences, and behaviours. The same is the objective in localisation but the focus is on a larger segment classified on the grounds of factors like geography, culture, language, etc.

What are the challenges in hyper-local retailing?

Hyper-local retailing is a retail business strategy that seeks to customise offerings and experiences to suit the needs, preferences, and aspirations of a specific, locality, neighbourhood-based market. Some of the biggest challenges in hyper-local retailing are highlighted below.

Hyper-local retailing demands highly specific and comprehensive data to peek into the features, preferences, and aspirations of a small segment of users. It is difficult to access such specific data. Even if there is a medium to access such data, it immediately raises concerns of data privacy putting the integrity of organisations on thin ice. It can face resistance and retaliatory action from all corners including government bodies.

Creating or curating content for a specific user base can entail a lot of carefulness and insight. It is often difficult for outsiders to comprehend the nuances of local cultures and languages. Also, it is not commercially feasible to have teams for content management for every locality or even a cluster of stores.

Maintaining consistency in brand voice or personality becomes difficult beyond a certain point. Different stores in different localities can necessitate adjustments in offerings, pricing, layout, promotions, value-added services, etc.

In operations management, hyper-localisation can pose challenges in having standardised processes making it difficult to enforce uniform operational standards and procedures. It can create a chaotic state of affairs in enterprise-level operations management requiring additional resources to keep things in order.

Last but not least, it is also not easy to measure the ROI of hyper-localisation campaigns. Every store or cluster of stores may have to be treated as a separate unit(s) for better financial management. This would significantly increase the burden of workload at all levels.

Author Bio

Rupal Agarwal

Rupal Agarwal

Chief Strategy Officer

Dr. Rupal’s “Everything is possible” attitude helps achieve the impossible. Dr. Rupal Agarwal has worked with 300+ retail e-commerce brands and companies from various sectors, since 2012, to define their growth strategy, push their limits and improve performance efficiency. Rupal and her team have remarkable success stories of helping brands achieve 10X growth.

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    The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

    In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

    Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

    Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

    YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.


    No matter how good your product is, the customer would know only if it looks good.

    Photography includes the following steps:

    • Cataloguing your products
    • Cataloguing your images
    • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
    • Choose the right camera & lens (You may also outsource the photography to a third party agency)


    Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

    Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

    These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

    Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

    This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.


    Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

    YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

    IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

    This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

    Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.


    • How many cities or countries you wish to sell in?
    • Where should your Warehouse be located?
    • Should you have one warehouse in each country or city?
    • Should you be having your own delivery team in your base city?
    • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
    • How should I manage the logistics if my goods are coming from different countries?
    • How should the goods be stored and barcoded?
    • How much space do I require for warehouse?
    • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.


    At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

    We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

    Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.


    This Step involves 03 distinct parts:

    Part 1: Choosing the right Platform:

    From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

    Part 2: UX Designing:

    “UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

    UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

    “As per statistics, 68% of the customers abandon the carts before payment”

    An interesting UX ensures the customer sticks on to the website for a longer time.

    Part 3: UI Designing:

    UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

    A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

    The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

    If User experience is the bare bone, user interface wraps it up with an attractive cape.

    At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!


    This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

    In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

    Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

    Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

    Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

    Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

    Production Sample is made before the production which is the replica of what is going to be finally produced.

    Once you are through with all this, you are good to go ahead & get your goods manufactured.


    Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

    Product Designing / Sourcing can be done in several ways, as follows:

    • In-house Design Team
    • Freelance Designers
    • Outsourced Design Team
    • Ready Product Sourcing (From Manufacturer or Wholesaler)

    At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

    These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

    If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

    Sourcing includes fabric, trims, lining & all the raw material required to build the garment.


    Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

    Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

    It is an integral part to attract the target audience.


    Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

    SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

    At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.


    Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

    CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

    CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

    At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.


    Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

    Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

    Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

    YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.


    Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.