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.


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.


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.

Nielsen, India Featured Insights, 2015

This article examines 'super shoppers' in India, consumers who are big spenders and actively engage with the products that they purchase, accounting for 19% of all shoppers but 55% of in-store spending.


Abhishek Chaturvedi, Warc Exclusive, May 2015

This article charts the development of 'rurban Indians' - people who live in rural locations but have consumption habits previously associated with urban dwellers - and gives guidance to brands who need to capture and keep 'rurban' interest.


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.

James O. Stanworth, Clyde A. Warden and Ryan Shuwei Hsu, International Journal of Market Research, Vol. 57, No. 3, 2015
Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world.

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