Shopper Marketing

Insights on shopper behaviour

Shopper Marketing


Gian M. Fulgoni, Journal of Advertising Research, Vol. 54, No. 4, 2014
Marketers are in critical need of insights into the consumer path-to-purchase if they are to assemble a coherent and effective marketing plan. In an omni-channel world, a consumer-centric focus is vital, meaning that marketers need to create consumer-friendly digital tools and environments that clear the way for that path to purchase.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SPC, an Australian processed fruit brand, used a real-time social media strategy to revive its brand and increase sales.


Layla Northern, Andy Plunkett, Sam Gardner and Kathryn Boxall, MRS Awards, Finalist, December 2014

This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.


Masroor Ezami, Warc Prize for Innovation, Entrant, 2014

This case study explains how Dutch Lady, the dairy products company, took a new approach to in-store advertising in Malaysia to maintain its share of a competitive market.


Ian Edwards, Admap, December 2014

This article explains how social advertising can drive retail purchases using data from a campaign by IKEA, the furniture and homeware retailer, in the UK.


Jo Bowman, Event Reports, International Shopper Insights, November 2014

This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.


Jo Bowman, Event Reports, International Shopper Insights, November 2014

This event report looks at how the variety of shopping channels now available is changing consumer behaviour and how marketers are responding to empowered consumers who are less loyal than before.


Edward Bell, Admap, December 2014

This article discusses the rise of 'Singles' Day' in China, an ecommerce event where younger generations fight back against traditional expectations of marriage by shopping online.

WARC RECOMMENDS


BEST PRACTICE

Effective shopper marketing

Influencing consumers along the path to purchase


ADMAP

Shopper Marketing

Shopper marketing and retail focus in the May 2011 issue


TRENDS

The Future Shopper

How changing shopper attitudes are re-shaping retail


WEBINAR

What's in store?

An expert panel discusses how the sector will evolve


TRENDS

Shopper Marketing

A deep dive into shopper marketing trends and themes