Get a demo Do I subscribe? News sign-up

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

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.
A guide to understanding and influencing the decision-making process that drives buyer behaviour.
Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.
The techniques like AR, beacons and facial recognition that can influence in-store purchase decisions.
GFK research into the online shopping experience and how people expect to be shopping in the future.

Case Study

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.

Case Study

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.

Case Study

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.

Case Study

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 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 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.
View all case studies on this topic


This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.


This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.


This event report provides details of research conducted by McKinsey, the management consultancy, regarding the business impact of creativity.


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


This article provides marketers with information and guidance about luxury brand advertising.


This event report examines how Visa, a financial services company, has taken advantage of technological advances and changes in shopping behaviours to affect payments.
View all articles on this topic
  1. Article

    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. Article

    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. Article

    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. Article

    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. Article

    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. Article

    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.

View everything on this topic

Want to find out more? Contact us