Article
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WARC Best Practice, April 2020
Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.
Article
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WARC Best Practice, March 2020
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
Article
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John Sills, WARC Best Practice, October 2018
Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Article
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Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Article
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Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
Forrester outlines key customer journey considerations for brands to unlock a real recovery from the COVID-19 crisis.
News
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25/09/2020
COVID-19 is changing how CMOs view the customer experience, with their focus now moving beyond the simple elimination of pain points to build differentiation and delight.
Opinion
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Anna Hamill, September 2020
In June, WARC delved into some of the new trends which were defining the early stages of the COVID-19 response from brands.
News
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23/09/2020
AI and computer algorithms seemingly now extend into almost every corner of our lives. It was only a matter of time then before they reached the sensitive world of bespoke skin care.
News
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23/09/2020
As the concept of reciprocity becomes an increasingly potent marketing lever, marketers need to re-evaluate their understanding of current norms to reframe its application across marketing ecosystems.
Article
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Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers Innovative Commerce, August 2020 Conference,
Kroger, the retailer, has drawn on various sources of customer insight as it responds to changing demands during the COVID-19 pandemic.
News
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22/09/2020
The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.
News
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21/09/2020
Consumer spending habits are rapidly changing and brands need to adapt to the opportunities to cater to a ‘new normal’ of remote working and altered shopping frequency, a new study says.
Article
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Lawrence Dodds, WARC Exclusive, September 2020
Advertisers ought to take a structured approach to the growing shoppable media opportunity.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
News
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17/09/2020
Europe saw a 35% rise in e-commerce app installs during the coronavirus pandemic – 12% higher than during the final-quarter holiday shopping season in 2019 – underlining the need for brands to establish a shopping app strategy.
Article
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Paul Dyson and Katherine Munford, WARC Exclusive, September 2020
This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.
News
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16/09/2020
Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.
Opinion
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Renita Jude, September 2020
In the third of Kantar’s category-specific touchpoint investigations for WARC, Renita Jude takes a look at media effectiveness for alcohol brands.
Article
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Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020
Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.
Article
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SiewPing Lim, WARC Best Practice, September 2020
Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.
News
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11/09/2020
Entertainment brands that partner with gaming properties can generate great PR and a positive halo for the brand in the short term, while also shifting long-term brand perception, says a Havas executive.
Article
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WARC Best Practice, September 2020
Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
