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Shopper research & insight

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Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Research Paper

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

Article

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

Article

This article highlights how a good online experience wins through efficiency and transparency, and by optimising for every device and customer group, allowing online retailers to keep customers engaged and avoid basket abandonment.

Case Study

This case study describes how the shoe brand Dune redesigned its stores to bring a 'wow' factor, drive footfall and communicate its fashion credentials alongside its affordability with allusions to the catwalk that drew focus to the product itself.

Case Study

This case study describes how McVitie's, a snack food brand, redesigned its cake portfolio for the UK market to drive penetration.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study describes how Polyseam, a UK-based sealant and filler manufacturer, developed the branding for its new all-in-one adhesive and sealant by creating a range of simple, boldly designed products that leveraged the building trade's trust in the brand.

Case Study

This case study describes how Nissan, the automobile manufacturer, increased its share of the Crossover Utility Vehicles (CUV) market in Canada through the #conquerallconditionscampaign.

Article

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

Case Study

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

News

In 2016, those Warc readers interested in shopper marketing were exploring the use of technology, whether that was how it affects the purchase journey or how it can be used to deliver insights.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Case Study

This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.

Case Study

This case study reveals how Molson Coors, a beer brand, helped convenience retailers in the UK improve their store environments to drive sales of beer and cider.

Case Study

This case study details how IKEA, a furniture and home furnishing company, increased brand engagement with its customers in the UK through its IKEA FAMILY loyalty programme.

Case Study

This case study shows how Emirates NBD, a financial services brand, partnered with Uber to deliver customer benefits during Ramadan and increase brand awareness and equity in UAE.

Case Study

This case study describes a US campaign for P&G Prestige, an umbrella brand for the premium fragrances owned by P&G, which used online video to highlight how smell is linked to memory and emotions.

Case Study

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

Case Study

This case study explains how tech company Dell India used a carousel banner to target B2B IT buyers for its Dell Storage solution.

Case Study

This case study describes how TracFone, a no-contract wireless provider in the US, used programmatic solutions to drive buyers to a private marketplace.