Consumer Code The 9-Step Masterclass In Merchandise Localization (ft. Karlyn Mattson)
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Jul 23, 2025 Karlyn Mattson, a seasoned merchandising expert with experience at major retailers, dives into the art of merchandise localization. She discusses how understanding customer demographics is crucial for tailoring products to local markets. Karlyn emphasizes the synergy between data analysis and effective communication in refining strategies. She also highlights the transformational impact of AI on retail, exploring opportunities for enhanced decision-making and customer engagement. Her insights reveal the delicate balance between analytical skills and creativity in successful merchandising.
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Core Merchandising Challenges
- Retailers face two main merchandising challenges: emotionally connecting with customers and handling overwhelming data.
- Success depends on refining assortments to match customer needs at the local store level.
Master Communication Skills
- Tailor communication strategies to your audience to push merchandising ideas effectively.
- Anticipate different viewpoints and create connections with both internal teams and customers.
Macy’s My Way Early Localization
- At Macy's during My Macy's launch, localizing product assortments based on customer profiles was key.
- Stores in different regions showed big category volume differences due to unique market needs.