GLocal!

When Kishore Biyani 1st launched Big Bazaar in India in 2001, it was inspired from the western styled supermarkets he had visited while traveling abroad Large & uncluttered. But soon he realized that they were not generating the sales volumes per square feet as they did in west He went back to the drawing board & used his instinct to re-design & #LOCALIZE the store layouts Big bazaar was re-designed to be chaotic, louder (staff walking around with mega-phones making sales announcements) & cluttered. A bazaar environment the middle-class shoppers were accustomed to Result: #Sales shot up by 30% immediately Similarly when E-Bay took over EachNet in China which was conducting $2Million in transactions in 2002, they made the biggest mistake of "de-localising" the website Users in west expect clean, minimalist designs that blocks out noise but users in China favor bright colors, flashy animations & a more cluttered design This is the reason why Taobao that was localized for chinese users, within years of launch captured 83% of the C2C market & e-bay had to shut down & leave by 2006 Localisation is such a strong tool often ignored by even the brightest business heads Campaigns that are localized always perform much better than national/global ones! #business #localmarketing