or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Leisure and entertainment
Business and industrial
ESOMAR Conference papers
Journal of Interactive Advertising
Date: newest first
Date: oldest first
Chinese ecommerce: How brands are exploiting the O2O trend
Low Lai Chow, Warc Exclusive, December 2013
This article looks at the fast expansion of online commerce in China, which has been supported by widening internet access and an underdeveloped physical retail environment.
This article looks at the fast expansion of online commerce in China, which has been supported by widening internet access and an underdeveloped physical retail environment. Traditional retailers are being forced to adopt an "O2O" model, that is, offline-to-online and online-to-offline. This model is particularly relevant to the automotive category. Penetration of ecommerce does vary depending on the city, but despite low internet penetration and limited infrastructure, third, fourth and fifth tier cities still have vast potential for brands. Mobile commerce is also gaining ground, with the demand for mobile payments high. Examples of brands leading in ecommerce include Tmall, the online retail site, Burberry, the luxury goods manufacturer, and adidas, the sportswear retailer.
China's silver surfers
Theresa Loo and Sirius Wang, Admap, December 2013, pp. 42-43
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group. Older people in China tend to be more financially secure, active and digital-savvy than previously. A significant number of products older people consume are bought for them by someone else and marketing should allow for this. There is a strong tendency towards rational, money saving purchasing habits, but an exception is often made when purchasing for grandchildren. Older Chinese consumers are increasingly shopping online, presenting an opportunity for marketers to gather data and deliver appropriate communications.
Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
Online and offline lessons from retailers in emerging markets
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets.
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets. Many digital pure-plays in China, for example, are transforming shopper expectations by creating virtual reality stores, encouraging social shopping and pioneering same-day delivery services. Physical retailers in countries such as Brazil, China and Thailand are also experimenting with new models, like placing shipping containers laid out like stores in smaller cities in order to assess demand, or introducing female-only departments in bricks-and-mortar branches.
Developments in ecommerce: Insights from Waitrose, Unilever and Amazon
Emily Barley, Event Reports, IAB Engage, October 2013
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon.
This event report looks at several trends now reshaping ecommerce from the perspective of three leading firms: Waitrose, Unilever and Amazon. One major shift is the growth in the number of people undertaking commercial activities on mobile devices, which requires a rethink in terms of website design and functionality. Effectively communicating brand values on digital is another challenge for brands and retailers, and Amazon has found that ads based around utility tend to deliver the best results across different screens. Marketers must also be wary of overestimating what big data can achieve: human factors still have an essential role to play alongside the numbers.
Unilever aims to combine content and ecommerce
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content.
This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. Search is a key concern for Unilever as consumers want to find required information quickly. Spreading product content around the internet increases consumer touchpoints, and helps raise the product in search engine rankings. The report describes how ecommerce has been developed through brand stores on Amazon, the online retailer, and YouTube. Unilever focuses on adding functionality to its online content to increase sales.
Ecommerce in India: Trends and insights
Preeti Chaturvedi, Event Reports, IAMAI Digital Commerce, September 2013
This event report looks at the latest ecommerce trends in India, where the market has more than doubled in size since 2009.
This event report looks at the latest ecommerce trends in India, where the market has more than doubled in size since 2009. Research from KPMG predicted the majority of buyers will come from outside the country's biggest metropolitan centres. It also suggested that there is a trust deficit when it comes to making online payments. Despite this - and other problems such as tax issues and restrictive government regulations - companies like eBay, IndiaMART and Mydala all believe there are many reasons to be optimistic, as shown by the positive trends in each of their businesses.
The future of shopper marketing: The future is Omni-channel
Rachelle Headland, Admap, October 2013 , pp. 22-24
Brands need to understand how shoppers are evolving in order to develop propositions that differentiate their brands.
Brands need to understand how shoppers are evolving in order to develop propositions that differentiate their brands. The omni-channel combines reason and emotion to create a seamless shopping experience for consumers. This article explains how to achieve this, using learnings from brands that already have. Key points include the importance of all platforms working together and using data to help decision making rather than confuse.
The future of shopper marketing: From retail to relationships
J Walker Smith, Admap, October 2013 , pp. 30-32
Retailers can no longer control the shopper context, as mobile technology means shoppers research and buy products in multiple and changing contexts: shopping now moves with the shopper through their daily life.
Retailers can no longer control the shopper context, as mobile technology means shoppers research and buy products in multiple and changing contexts: shopping now moves with the shopper through their daily life. This article explains how consumers have changed the way they make decisions, and how this is the most important change in a fluid shopper experience. Shoppers no longer travel a fixed, linear path to decision making; they now take fluid, complex and varying paths to purchase, using multiple devices and locations to research, discuss, purchase and review.
The future of shopper marketing: Connect with the Mobile Shopsumer
Ken Madden, Admap, October 2013 , pp. 18-21
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks.
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks. Integration of physical and digital store formats, and the proliferation of mobile devices can allow brands to engage with consumers to influence their purchase journey. Brands will need to adjust their approach to account for every part of the shopper journey and provide a seamless and coherent experience for consumers. Physical stores will become less important as purchasing locations, but will increase in importance as places for brand experiences. Mobile technology allows experiences to be personalised and advertising targeted.
YOU ARE IN THE WARC INDEX:
Online shopping, ecommerce
Clothing and fashion
DIY and home improvement
Furniture and furnishings
Leisure and entertainment
Loyalty and reward cards
Motor and auto accessories
Pharmacies and health
Restaurants and takeaways
Shopping centres, malls
Supermarkets and grocery stores
Buying and shopping
Consumer and shopper panels
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc