Communication media ill-suited to point-of-sale surfaces, campaigns unsuited to local catchment areas: until recently, some brands never deployed up to 70% of their POP and POS materials in-store. With the advent of web-to-print, brands and chains integrated personalized online stores, specifically developed by their POP and print communication suppliers, enabling each outlet to order the right quantity of marketing products, at the right time. This trend has since spread to sectors such as packaging and media objects, where the model is perhaps best illustrated today. Economic and environmental gains, control of brand image and improved visibility, logistical ease and empowerment of teams, secure connection and fluid user experience, automation of processes: whether for internal use or aimed at end consumers, online stores are winning over more and more advertisers. Models, challenges, benefits: how do personalized stores fit into a brand’s marketing arsenal?