Shopper Marketing

Insights on shopper behaviour

Shopper Marketing


Felim McGrath, Admap, July/August 2015

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.


Nick Hirst, Admap, July/August 2015

This short article outlines how different social media platforms are implementing 'buy buttons'.


Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report provides details of research conducted by Hershey, the confectionery brand, to understand the role of various touchpoints on the path to purchase.


Sam Curtis, TNS, Intelligence Applied, June 2015

This article explains four changes to shopper marketing research that will make marketing more effective by integrating brand and shopper marketing.


Stephen Whiteside, Event Reports, MRMW New York, May 2015

This event report outlines some of the key learnings from research by Hilton Worldwide, the accommodation provider, into consumer behaviour on mobile.


Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2015

This case study describes how French food retailer Intermarche set out to combat food waste in the fruit and vegetable aisle in 2014, the European year of food waste.


Stephen Whiteside, Event Reports, MRMW New York, May 2015

This event report covers how the Kellogg Company, the food group, is making greater use of mobile to reflect evolving consumer habits.


Malte Brettel, Jens-Christian Reich, Jose Gavilanes and Tessa Flatten, Journal of Advertising Research, Vol. 55, No. 2, 2015
Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—'stream' (news feed) impressions, page views, 'Likes,' and user contributions—to determine their short-term and long-term impact on sales.

Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng, International Journal of Market Research, Digital First, June 2015
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.

WARC RECOMMENDS


BEST PRACTICE

Effective shopper marketing

Influencing consumers along the path to purchase


ADMAP

Shopper Marketing

Shopper marketing and retail focus in the May 2011 issue


TRENDS

The Future Shopper

How changing shopper attitudes are re-shaping retail


WEBINAR

What's in store?

An expert panel discusses how the sector will evolve


TRENDS

Shopper Marketing

A deep dive into shopper marketing trends and themes