Papers dealing with shopper strategies were among the most sought-after material on Warc during 2015.

The most-read piece about shopper strategy on Warc was The shopper of the future: How today's young shoppers see tomorrow's shopping experience. This report highlighted that young shoppers expect to be able to choose where they shop and want the omnichannel experience to be seamless.

The second most-read piece on this topic was Shopper marketing in 2015: Total Retail. This chapter of Warc's annual Toolkit report looked at how brands are exploring new ways to combine online and offline retail and create a joined-up customer experience. The report noted a renewed appreciation for offline, as it develops into a space where brands can combine a brand experience with customer service. And tech developments such as beacons may offer ways to enhance the brand experience within stores.

Third was What we know about shopper strategy and the path-to-purchase, an overview of how digital and mobile are reshaping the way we buy and looked at different shopper types.

The next most-read article was a piece penned by comScore's Gian Fulgoni for the Journal of Advertising Research. In Omni-Channel Retail Insights and the Consumer's Path-to-Purchase: How Digital Has Transformed the Way People Make Purchasing Decisions, he argued that a consumer-centric focus is vital and that marketers need to create consumer-friendly digital tools and environments that clear the way for the path to purchase.

Grocery shopping trends were to the fore in the fifth most-read article. The future of grocery: E-commerce, digital technology and changing shopping preferences around the world highlighted a blurring between physical and digital shopping and a continuing trend towards shoppers favouring convenience and proximity formats.

For more details about the most read papers on Warc in 2015 on other topics, visit our Most Read page.

Data sourced from Warc