Colombia is a very diverse country and people's behaviours easily change from one neighbourhood to another. This means that a nationwide promotion does not work to connect with all Colombians, which is why shopkeepers prefer to create their own hand-made promotions rather than using the branded assets we share with them. But if they know better than we do which promotions work best for them, then we should make them part of our team and allow them to create their own posters with our brand assets. By personalising the experience we are not only helping them to increase sales for their business, but we also have real time data about the best performing promotions in the country.