Asia Pacific Head Office Singapore Serene Wong, Managing Director RI Singapore 61 Stamford Road #04-09 Stamford Court Singapore, 178892 Tel: +65 6311 8700 Fax: +65 6311 8799 Email: ri.sing@research-int.com Offices Australia Sydney Melbourne China Shanghai Guangzhou Beijing Hong Kong India Mumbai New Dehli Bangalore Indonesia Japan Korea Malaysia New Zealand Philippines Singapore Taiwan Thailand  Back to Main   Shopping Retailing has never been more complex. A wealth of new consumer data is available, but customers themselves are more demanding and marketing-savvy than ever. Retailers increasingly face the challenge of matching global brands to local expectations, at the same time as they continue to stake out new territory in cyberspace. Shopping Shops can’t stock everything – and the latest research suggests they shouldn’t even try. Rory Morgan and Iona Carter talk about range optimisation, and new methods that can help retailers and manufacturers get their product ranges right. Retail in China: a fragmented landscape Nobody should need reminding of how important China is likely to be to 21st century multinationals. But is a lack of understanding of the Chinese retail chain holding global brands back? Gilbert Lee and Karen Que take a closer look. Mission: Possible Retail customer segmentation needs to evolve to meet the needs of a world where shoppers are ‘multi-viduals’ defined by missions, not demographics. Iona Carter has a mission to explain. A kid's eye view Dragging your kids round a shop can be a nightmare – but stop and listen to what children have to say about shopping and you might just learns something. Bricks and clicks - online lessons for real world shopping So online shopping didn’t replace the traditional shop. But that’s not to say that brick-and-mortar retail hasn’t had to adapt to and learn from the Internet. Mark Menne and Alison Jefferson look at the current state of play. Changing the retail rules Global retail brands are creating new expectations among savvy shoppers, writes Mark Vincett. But does following the emerging rules of retail mean missing new opportunities?