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News

LONDON: There are four distinct types of family in the UK whose purchase decisions and spending habits are influenced more by attitude than traditional demographic or financial models, according to new research.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

News

LONDON: The shopping experience at Argos is undergoing a transformation under new ownership, and the UK retailer aims to achieve a similarly dramatic shift in consumer perceptions with its latest advertising.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

News

LONDON: Argos, the UK catalogue retail chain, plans to promote its broad range of products and same-day delivery convenience with a TV campaign, supported by social media, that it claims is a world first.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

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.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

Article

This article examines how mobile usage is growing exponentially, so brands should ensure that they are present for each micro-moment of the customer journey, making the experience optimised and in sync.

Article

This article offers guidelines for marketers to help them rethink how they can best use social media platforms - offering innovations to expand reach at lower cost - to deliver the greatest value to advertisers.

News

LONDON: Christmas trading figures suggest that 'click and collect' has become an important driver of sales, with more than half of online orders at some of the UK's most successful retailers being processed in this way.

Article

This article warns that just because digital is ubiquitous it doesn't mean marketing can afford to lose its human element.

News

EUROPE: French store chain Fnac and German consumer electronics outlet Media Markt emerge as Europe's leading omnichannel retailers in a new report that assesses the digital competence of the continent's top retail names.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

News

LONDON: Argos has had a major presence on the British high street for more than 40 years, but the catalogue retailer has managed to survive because of its successful embrace of e-commerce, according to two agency observers.