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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.
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How digital has transformed purchasing decisions
Why marketers need path-to-purchase insights if they are to assemble an effective marketing plan.
Mapping the consumer journey
Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.
Connect with the mobile shopsumer
How mobile devices have changed the ways in which consumers research, purchase and discuss products.
Tomorrow's shopping experience
GFK research into the online shopping experience and how people expect to be shopping in the future.
Target’s turn-around: boosting sales with creative segmentation in Australia
This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.
Understanding McDonald's and Subway Customers in Australia
This infographic provides insights into the customer demographics of 125,000 Australia fast food consumers in Melbourne, Sydney, Brisbane, Perth and Adelaide based on location and mobile data.
Deal of the day: analysing purchase frequency-based subscriber segmentation
Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.
What we know about e-commerce and social commerce
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
A new measure of consideration set size: The average number of salient brands
This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire).
How to Use Multichannel Behavior to Predict Online Conversions: Behavior Patterns Across Online Channels Inform Strategies for Turning Users Into Paying Customers
Advertisers use multiple online channels to reach consumers over the Internet.
How John Lewis harnesses the spending power of the omnishopper
This event report looks at how department store John Lewis has made the transition from bricks and mortar to omnichannel retailer.
Building brand trust in Asia during an economic slowdown
This piece explores how brands can navigate Asia's economic downturn by using brand trust and e-commerce to maintain customers in a more price driven consumer landscape.
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