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Key reading

Digital shop

What we know about shopper strategy and the path-to-purchase

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase. It includes sections on connecting with today's shopper, understanding different shopper types, in-store innovations and shopper-led communications.
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How to optimise the path to purchase

A guide to understanding and influencing the decision-making process that drives buyer behaviour.

Mapping the consumer journey

Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.

New technology in shopper marketing

The techniques like AR, beacons and facial recognition that can influence in-store purchase decisions.

Tomorrow's shopping experience

GFK research into the online shopping experience and how people expect to be shopping in the future.

Latest case studies

Fáilte Ireland: Making Dublin click again with tourists.

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

Fáilte Ireland: 9 years of selling Ice to Eskimos

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

LIDL: Gaining a lot from Living a little

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

BMW: Driving Moments That Matter

This case study describes how automobile manufacturer BMW created a timely connection with its American audience to drive consumers into dealerships.

Latest articles

How Aldi marketed its way to the winning discount position

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

How FMCG brands are innovating the path-to-purchase

This report describes how FMCG brands are using mobile strategies including geo-targeting, iBeacon technology and online brand films to innovate the path-to-purchase.

Exploring the past behaviour of new brand buyers

This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level.

Four trends shaping e-commerce in Australia

The article explores four trends shaping online shopping in Australia: market maturity, spending on discretionary goods, increased spend in suburban and regional towns, and increased demand from Asia.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200