Shopper Marketing

Information and insights on shopper marketing

Shopper Marketing


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.

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.

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.

Antony Green, Admap, April 2014
This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features.

Stephen Whiteside, Warc Trends, April 2014
This article looks at iBeacon, a piece of technology that allows every device powered by Apple's latest iOS 7 operating system to transmit and receive unique signals via Bluetooth, across a distance spanning up to 150 feet. Brands and retailers now have the opportunity to use 'beacons' to send out signals from stores, stadiums and similar locations to trigger an appropriate device to distribute a coupon or a targeted ad.

Raluca Răschip, Richard Herbert and Oliver Koll, ESOMAR, CEE Research Forum, Bucharest, March 2014
This paper explains what is driving brand growth and inspiring manufacturers and retailers towards profitable business in the FMCG sector, presenting findings from a study of brands across 70 categories in Europe. Drivers of growth and causes of decline over the past five years are explained in the context of economic recession, with comparisons of European markets with the US and emerging markets.

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