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Retail is a major advertising sector, covering marketing investment by companies such as department stores, supermarkets and food retailers. The retail sector is evolving rapidly due to the rise of online and mobile shopping. As a result, retailers with strong online offers or loyalty schemes are now highly data-driven. Marketing investment by retailers often spikes around key shopping occasions, such as Christmas or major holidays.

Key Reading

Important papers from across the Warc database

Findings from a global Nielsen survey into grocery shopping habits. The survey suggests ways to understand how digital technology is changing the retail landscape.
A focus on marketing retail, digitisation and the transition to omnichannel.
Why Macy's is embracing a range of new channels and media partnerships to engage shoppers.
How Walmart, the retail giant, is drawing on the start-up driven idea of "growth hacking".

Case Study

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

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 UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.
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The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.


This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.


This article summarises some of the key findings into the digital behaviours and purchase journeys of vacation buyers, presented in infographic format.


This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.


This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.


This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.
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  1. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  2. Article

    This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.

  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 trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  6. Article

    This case study explains how OPSM, an Australian opticians chain, used a story book to increase numbers of children's eye tests.

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