Shopper Marketing

Insights on shopper behaviour

Shopper Marketing

Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Hindustan Unilever, the consumer products company, reached media-dark consumers in rural India by creating a new media channel through basic feature phones.

Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how US drugstore chain Walgreens boosted share of voice and enrolment in its new Balance Rewards consumer loyalty programme by connecting with individuals via their fitness devices and applications.

MMA Smarties, Best in Show and Gold, MMA Smarties, 2014

This case study describes a campaign by Hindustan Unilever (HUL) to reach its rural audience in Bihar, India in order to start creating share of voice for its mass and rural-focused brands.

MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Sony Electronics used mobile media to target affluent US consumer electronics shoppers by building awareness and desire for its new 4K Ultra High Definition TV via Amazon.

Gela Pena, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how Procter & Gamble, with its laundry brands Ariel and Downy, used a partnership project with a charity - the Red Cross - to strengthen its bond with consumers in the Philippines.

Judie Lannon, Market Leader, Quarter 4, 2014

Judie Lannon introduces the Q4 2014 issue of Market Leader, which focusses on the 'hybrid' consumer, who likes to both own and share things.

Melanie Howard, Market Leader, Quarter 4, 2014

This article analyses the prospects of discount retailers in the UK, arguing that despite economic recovery price-sensitivity will remain for the foreseeable future.

European Association of Communications Agencies, Silver, Euro Effies, 2014

This case describes how Argeta, a food manufacturer of paté, used a jury of mothers to improve trustworthiness and reposition the brand as more high-end in Bosnia & Herzegovina, Croatia, Serbia and Slovenia.



Effective shopper marketing

Influencing consumers along the path to purchase


Shopper Marketing

Shopper marketing and retail focus in the May 2011 issue


The Future Shopper

How changing shopper attitudes are re-shaping retail


What's in store?

An expert panel discusses how the sector will evolve


Shopper Marketing

A deep dive into shopper marketing trends and themes