Shopper Marketing

Information and insights on shopper marketing

Shopper Marketing


Low Lai Chow, Event Reports, World Retail Congress Asia Pacific, March 2014
This event report discusses how three major retailers are planning for the future in Asia. Aeon, the regions largest chain, believes the idea of "mono koto" - or mixing products and experiences - will be essential, and can help fuse the online and offline worlds.

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses the changing consumer path to purchase, describing it as a four-stage 'purchase loop', and looks at how this varies according to the type of purchase being considered. There are four phases in this purchase loop: passive, trigger, active and a post-purchase window.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how brands can target online consumers in Southeast Asia by tracking the behaviour of similar groups living in various nations, rather than segmenting by - and within - countries. It is based on the experience of Zalora, which has rapidly grown into one of the region's leading online fashion retailers.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how AllSaints, the fashion retailer, approaches innovation. Rather than simply jumping on the bandwagon of the latest consumer and technological trends - an obvious temptation for fashion brands - the firm is taking a more measured approach.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output. This included creating relevant and real-time content, allowing fans to customise pages, co-creation and collaboration with fans, and a rewards system.

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event report discusses four factors which have the potential to disrupt business models over the coming years. These are maximise, democratise, ground up and emotionalise.

Stephen Whiteside, Event Reports, IRI Summit, March 2014
This article describes how Peapod, the online grocery service, has grown its business in the US by delivering seamless browsing experiences, mobile integration and consistently high quality products. Selling 12,000 products, Peapod attempts to replicate the full grocery story and is used primarily by urban women who work and have children, have high incomes and are well-educated.

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