Shopping missions - are the traditional missions dated?

The article discusses shopping missions, the intentions, moods and motivations underlying shopping trips.

Shopping missions: Are the traditional missions dated?

Fabio Martins, David Baxter and Rebecca GillIpsos, United Kingdom


Shopping missions are as old as trading itself. Since mankind started to trade items they owned for the possessions of others, there has always been an objective and an implicit need behind the intent to trade. It did not take long for enterprising humans to take advantage of this and to start to “use” the missions in order to gain an advantage in trading: they are coming here to trade their diamonds for food, how can I optimise...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands