The WARC Guide to e-commerce and the future of effectiveness

Provides new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
  • E-commerce growth has accelerated globally, with FMCG and other grocery brands having to react fast.
  • Brands shifting into e commerce should review the fundamentals of product, packaging and price points, which makes the rise of e-commerce a ‘back to basics’ moment for many marketers.
  • Delivery is an opportunity for creativity and brand experience and unboxing is now a second ‘moment of truth’.
  • Brands need to plan for digital (as well as mental and physical) availability, which means ‘showing up’ in the right environments....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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