The Challenge of Localization in Market Expansions: A Conversation With Eva Vallina.

Expanding into new markets is a complex challenge that goes beyond translating a website or adjusting prices. It requires a deep understanding of the culture, consumer behavior, and the strategies that truly work in each country.

As part of my work helping European companies expand into Latin America and other Spanish-speaking markets, I spoke with Eva Vallina Martínez , a consultant and trainer from Spain specializing in retail strategy and operations, with a strong track record of helping brands successfully adapt to different sales environments.

Together, we explored key aspects of market expansion. Eva shared valuable insights on the biggest challenges of international expansion, the importance of customer experience, and the key to balancing innovation with operational excellence. Below are her responses to fundamental questions on the topic.

1. What are the biggest challenges companies face when expanding into new markets, especially in retail?

Eva Vallina: One of the main challenges is thoroughly understanding the country, its culture, and the type of customer they will encounter. It’s crucial to determine what needs to be adapted for successful market entry.

Another challenge is establishing clear protocols that allow best practices to be transferred from one market to another without losing efficiency. Many companies fail to create replicable procedures that accelerate expansion while respecting local nuances.

2. In highly competitive markets with over 100 retail locations, how can companies adapt their strategies to succeed?

Eva Vallina: The key is not just to cover more market share but to maximize the value of each customer. Competing solely on price is unsustainable. What truly matters is ensuring that those who already enter the store return more frequently and buy more products.

This is achieved by training sales staff to sell, not just to process transactions, and by creating memorable and repeatable customer experiences.

3. What role does customer experience play in driving growth during expansion?

Eva Vallina: It’s essential. A satisfied customer is the best brand ambassador. Customer experience drives loyalty and generates a multiplier effect in expansion. On the other hand, a poor experience can hinder growth and damage a company’s reputation in new markets.

4. How can companies align their training programs with their global expansion strategy?

Eva Vallina: Training should be seen as part of business development rather than an isolated initiative. It is crucial that training aligns with the company’s commercial and operational needs, involving general management, sales, marketing, and human resources in its design.

When training is integrated into the business strategy, team performance improves, and the expansion process accelerates.

5. What are the key elements of an effective consulting strategy for expanding businesses?

Eva Vallina: The first step is always analysis. Before expanding, a company must evaluate both the target market and its internal structure. Many times, reorganization is necessary before taking the leap into new markets.

It is also essential to observe and understand the specific characteristics of the new market to tailor processes and strategies while maintaining brand identity.

6. How important is it to adapt training and consulting services to the specific needs of local markets?

Eva Vallina: It’s crucial. Even within the same country, customer needs vary depending on the store location—whether it’s in a shopping mall or a high-traffic street. Adapting training to local conditions ensures that businesses maximize their retail performance.

7. How can businesses effectively localize their retail strategies without losing brand identity?

Eva Vallina: The key is to define what aspects of the brand must remain unchanged and what can be adapted to local preferences. In cases where adaptation is too drastic, companies may consider launching a sub-brand to maintain their core identity while adjusting to new markets.

8. What trends do you see shaping the future of retail distribution in Spanish-speaking markets?

Eva Vallina: There will be fewer square meters of retail space and a greater emphasis on experiences. Consumers don’t just shop for products—they want engaging experiences that keep them coming back. Supermarkets incorporating tasting sessions or workshops are a great example of this shift.

9. What advice would you give to companies trying to balance innovation with operational excellence during expansion?

Eva Vallina: Innovation is important, but businesses must always keep the customer at the center. Companies that focus only on optimizing operations risk losing the human connection with customers, which is essential for long-term success.

10. What specific aspects of the Spanish retail market should foreign companies consider when entering?

Eva Vallina: Spanish consumers are highly value-conscious—not just about price, but about the perceived worth of a product. They rely heavily on word-of-mouth recommendations and online reviews. Managing post-sales services and online reputation is crucial to succeeding in Spain.

Final thoughts

Expanding into new markets requires a strategy that combines analysis, adaptation, and a deep understanding of the local customer. Eva reminds us that details matter. From how staff is trained to how the product’s value is communicated.

Companies that understand these differences don’t just enter a new market; they conquer it.

Connect with us

I’m Eduardo Rodríguez ???????????????? , and I specialize in helping European companies successfully expand into Latin America and Spanish-speaking markets. If you're looking for insights on international growth, let’s connect!

Don’t forget to follow Eva Vallina Martínez if you want to learn more about localization strategies, training, and retail operations in Spain.

Join the Q&A: Share Your Market Expansion Experience

Expanding into new markets comes with unique challenges and insights. If you have experience in market expansion, strategy, or international growth—whether in Sales, Supply Chain Management, IT, Purchasing, Finance, Marketing, or beyond—I’d love to hear from you!

I’m always looking to feature professionals who have valuable perspectives on navigating global opportunities.

Drop a "Q&A" in the comments or send me a DM if you’d like to share your expertise in an upcoming Q&A session.

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