The ultimate form of local marketing would be to customize each individual store to the tastes and needs of its shoppers.
Mark Husson, analyst, Merrill Lynch, New York, said U.S. retailers have a long way to go. "You can look at any department and see 14 different brands of the same item," he told SN. "Where's the differentiation? The problem is many buyers are trying to sell what they've bought, not necessarily what the customer wants."