{"id":10109,"date":"2020-08-12T15:18:04","date_gmt":"2020-08-12T13:18:04","guid":{"rendered":"https:\/\/havas.cz\/?p=10109"},"modified":"2023-05-10T15:31:12","modified_gmt":"2023-05-10T13:31:12","slug":"forget-local-hyper-local-is-now-where-its-at","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/h-commerce-en\/forget-local-hyper-local-is-now-where-its-at\/","title":{"rendered":"Forget local \u2013
hyper-local is now where it\u2019s at"},"content":{"rendered":"\r\n

As<\/span>\u00a0consumers\u00a0<\/span>become<\/span>\u00a0more conscious about the environmental impact of globalized economy<\/span>, they are\u00a0<\/span>re<\/span>–<\/span>evaluat<\/span>ing<\/span>\u00a0their consumption habits and reject<\/span>ing\u00a0<\/span>simple<\/span>–<\/span>\u00a0and fast<\/span>–<\/span>consumerism. Buying locally is a way to respond to the global environmental crisis and take a stand.<\/span>\u00a0<\/span><\/p>\r\n

Seeking purpose and meaningful actions, conscious consumers entice brands and retailers to reinvent their whole strategy and enhance a more local approach through the whole supply chain \u2013 starting with local product manufacturing, adapting them to local communities and last but not least, bet on local micro-<\/span>fulfilments<\/span>.<\/span>\u00a0<\/span><\/p>\r\n\r\n\r\n\r\n

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Vertical farms in stores<\/b><\/p>\r\n

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Hyper-local means approach<\/span>ing<\/span>\u00a0products locally. In order to address customers\u2019 expectations to shop local, retailers are partnering with\u00a0<\/span>s<\/span>tart<\/span>–<\/span>ups in order to develop vertical farms in stores.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\r\n

Founded out of Berlin<\/strong> in 2013, Infarm<\/strong> has partnered with a number of food retailers across Europe, including Amazon Fresh, Metro, Edeka, Migros, Casino, Auchan, <\/strong>and Intermarch\u00e9<\/strong> to install vertical indoor farms inside their outlets.<\/p>\r\n

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H&M’s first hyper-local flagship store\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n

One of the biggest fashion brand<\/span><\/span>s<\/span><\/span>\u00a0in the world,\u00a0<\/span><\/span>H&M<\/strong>,<\/span><\/span>\u00a0has opened its very first hyper-local flagship in Berlin<\/strong>. The store is offering curated womenswear along with selected Berlin based external brands. An innovative concept that promotes local designers and at the same time helps the Swedish chain to fully anchor in Berlin vibrating community.<\/span><\/span><\/p>\r\n\r\n\r\n\r\n\r\n\r\n

eBay’s Home Grown concept<\/strong><\/p>\r\n\r\n\r\n\r\n

As a part of\u00a0<\/span><\/span>eBay<\/strong>\u2019s\u00a0<\/span><\/span>\u2018Retail Revival\u2019 programme,\u00a0<\/span><\/span>eBay<\/span><\/span>\u00a0<\/span><\/span>is supporting<\/span><\/span>\u00a040 small businesses around Wolverhampton<\/strong>. The very \ufb01rst foray into physical retail of\u00a0<\/span><\/span>eBay<\/span><\/span>\u00a0consisted of \u2018Home Grown\u2019 concept store featuring different group of independent e-tailers each week, giving them a chance to test its wares through physical retail. The concept helps local businesses to go from bricks to clicks and establish eBay as a\u00a0<\/span><\/span>pure-play<\/span><\/span>\u00a0<\/span><\/span>platfom<\/span><\/span>\u00a0that helps small businesses, when it<\/span><\/span>\u2019<\/span><\/span>s often seen as a platform that overshadows them.<\/span><\/span>\"\"<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n

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