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Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

Article

The British retailer John Lewis has embraced the impact of digital on its physical presence, and has developed a strategy to bring both sides together for commercial success.

News

The iconic US retail brand Sears filed for Chapter 11 protection this week to keep its business afloat, arguing that with some restructuring and less debt, its business could, perhaps, be turned around.

News

The news that Sears, the venerable US retailer, has filed for bankruptcy provides a salutary lesson for retailers everywhere.

Article

CVS Health, the healthcare and pharmacy company, is adapting to meet evolving customer needs in line with its core brand purpose.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

News

STOCKHOLM: Swedish retailer IKEA is radically shifting its sales strategy from its famous blue and yellow outlets on the outskirts of cities as it tests sales through big e-commerce websites, new city-centre formats, and radical digital design ...

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

News

NEW YORK: Volkswagen, American Apparel and Aéropostale are among the brands registering the lowest "emotional engagement strength" scores with US shoppers, according to a new study.

Article

In this second in the Marketing Society's series of Conversations with CEOs, Sir Ian Cheshire, the recently retired Group CEO of Kingfisher plc, reflects on a lifetime's experience in business.

Article

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

News

NEW YORK: Adblocking apps used on iPhones are hitting more than just the ads, as broken links and non-functioning shopping carts have been reported on retailers' ecommerce sites and, in extreme cases, the entire site has not loaded.

Research Paper

This article presents selected winning case studies from the 2015 David Ogilvy Awards, including Grand and Gold Ogilvy Winner Procter & Gamble, Pantene – 'Beautiful Hair Whatever the Weather', and three Gold winners: ESPN, 'Who’s In?'; Kmart, Joe Boxer – 'Show Your Joe'; and Unilever, Knorr – 'See a Different Side'.

Article

This article argues that the usefulness of big data is limited as often it tells marketers things they already know, misleads them, or is too big to develop meaningful insights.

Article

This article summarises the results from the North America region for the 2015 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Case Study

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand.

News

NEW YORK: Consumers who opt to buy online and pick up in-store (BOPIS) are saving themselves only 96 seconds on average according to study of 11 US retailers.