This article has extensively reviewed how big giants of retailing and consumer goods companies embracing localization and customization and going away from their customization. In fact, the increasing diversity among communities, local competitors and lack of innovation are forcing big retailers like Wal-Mart, Best Buy 7-Eleven etc. to localize to some extent while at the same time reaping the benefits of standardization of their marketing, supply chain and promotional strategies. This article also presents why retail chains and consumer goods companies should customized their stores, product assortment, promotional strategies, and product lines etc. by using cluster approach, centralization of decision-making and diversity in product lines. In addition it presents they retailers can localize their business elements and put them in three categories of “Offer”, “Location” and “Time”.