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Shopper insight

Shopper insight covers research into consumers when they are looking to purchase within a category. Its focus tends to be the ways consumers discover products, and how they make their ultimate purchase decision. The journey to a buying decision is known as the ‘path to purchase’, and the rise of data-rich digital channels allows marketers to develop sophisticated path-to-purchase models. ‘Shopper marketing’ involves communication with consumers at key moments of the path to purchase.

Key Reading

Important papers from across the Warc database

What we know about shopper strategy and the path-to-purchase
This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase. It includes sections on connecting with today's shopper, understanding different shopper types, in-store innovations and shopper-led communications.
How to optimise the path to purchase
A guide to understanding and influencing the decision-making process that drives buyer behaviour.
Mapping the consumer journey
Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.
New technology in shopper marketing
The techniques like AR, beacons and facial recognition that can influence in-store purchase decisions.
Tomorrow's shopping experience
GFK research into the online shopping experience and how people expect to be shopping in the future.

In-depth

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John Lewis Insurance: Tiny Dancer

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2017

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.
Lifebuoy: Handle on hygiene

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2017

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.
John Lewis: Man on the Moon

Case Study • Cannes Creative Lions, Silver, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.
SPAR INTERSPAR: Štartaj Slovenija Video

Case Study • Mitja Tuškej, Žana Močnik and Sara Mekinc, WARC Prize for Innovation, Silver, 2017

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.
Green's Gluten Free Beer

Case Study • Design Business Association, Gold, 2017

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'.
Volkswagen: The Naked UTE - Tough Comes From Within

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.
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What we know about e-commerce and social commerce Recommended

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
How consumers shop online in Japan and Taiwan

Article • Low Lai Chow, Event Reports, MRMW Asia-Pacific, June 2017

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.
McKinsey quantifies the business impact of creativity

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017

This event report provides details of research conducted by McKinsey, the management consultancy, regarding the business impact of creativity.
Driving 'social commerce' conversions with messaging apps & social media

Article • Reynold D'Silva, WARC Exclusive, June 2017

This article explores how brands can use the popularity of messaging apps and social media in Asia to drive more 'social commerce' sales.
What we know about luxury brands Recommended

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about luxury brand advertising.
Visa: How technological developments will change the way we pay

Article • Emily Barley, Event Reports, Internet Retailing Expo, April 2017

This event report examines how Visa, a financial services company, has taken advantage of technological advances and changes in shopping behaviours to affect payments.
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  1. How FMCG brands are innovating the path-to-purchase

    Article • WARC Exclusive, October 2016

    This report describes how FMCG brands are using mobile strategies including geo-targeting, iBeacon technology and online brand films to innovate the path-to-purchase.
  2. The new connected consumer code: Unlocking digital commerce opportunities

    Article • Euromonitor Strategy Briefings, July 2016

    This report explores how technological advances and increased connectivity are underpinning a commerce revolution and forever changing the way that consumers all around the world browse and buy all types of products and services.
  3. The growing sophistication of online shopping

    Article • Euromonitor Strategy Briefings, April 2016

    This report analyses the evolution of online shopping, covering changes in pricing, consumer trust, personalisation and how popular marketplaces are serving their regions' needs.
  4. Global luxury goods trends report

    Article • Euromonitor Strategy Briefings, April 2016

    This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.
  5. 10 shopper trends

    Article • Ian Thomas, Admap Magazine, December 2015, pp. 22-23

    This article outlines ten key shopper trends that brands need to recognise within the rapidly evolving retail sector and explains how best they can address them.
  6. Strategy Toolkit: How marketing works

    Article • Strategy Toolkit, Strategy Toolkit

    This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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Eva Kasten

Americas

Eva Kasten
+1 202 778 0680
americas@warc.com

Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com

Eva Kasten

EMEA

Eva Kasten
+1 202 778 0680
americas@warc.com