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Using first-party data in omnichannel customer journey planning

Article • Dr Shorful Islam, WARC Exclusive, July 2021

With Apple and Google now limiting or terminating data collection by third parties, brands need a strong first-party data strategy to fuel brand growth.

Legacy retail is having a makeover

Opinion • Vihan Sharma, July 2021

It’s been a tough year for physical stores, but LiveRamp’s Vihan Sharma sees new opportunities in data and partnerships.

Achieving brand consistency in an omnichannel world

Article • John Clark, WARC Exclusive, July 2021

Brands today must have a digital presence, but one that is seamlessly integrated with digital and human touchpoints.

Bringing together marketing and e-commerce teams for omnichannel success

Article • Rachel Clarke, WARC Exclusive, July 2021

As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.

Digital CX: The inevitable customer service shift for APAC

Article • Vivien Ang, WARC Exclusive, June 2021

As the COVID-19 pandemic becomes endemic, customer experience (CX) has become more important than ever for companies.

Trends of the month: Omnichannel, sports sponsorship and ad blocking

Opinion • Rob Clapp, June 2021

This month: the balance of offline and online retail, where sports sponsorship succeeds and the growing popularity of ad blocking.

The DTC business model: Reshaping the China market and consumer behaviour

Article • Laura Liang, WARC Exclusive, Spotlight China, June 2021

The term “direct to consumer” or DTC may have been coined by Western brands it is not an entirely new concept in China where DDB China Group’s Laura Liang says the mature e-commerce scene has produced pioneer brands that have been following the DTC business model.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Alibaba Group Holding Ltd in Retailing (World)

Article • Euromonitor , Research on WARC, June 2021

E-commerce in China continues to be Alibaba’s growth engine, with opportunities from lower tier cities to be explored.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

What Shopify’s rise says about the future of retail

Article • Sam Peña-Taylor, Event Reports, Retail Connected, May 2021

Retail platform Shopify is growing fast by providing services to modern DTC retailers – there are lessons to be learned from their, and Shopify’s, success.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points, May 2021

An overview of online and offline purchase journeys across 17 different markets.

To level up in 'new retail' in China, focus on the fundamentals

Article • Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies, WARC Trends, May 2021

NYU’s Bryce Whitwam introduces the fundamentals of New Retail, which integrates online and offline into a single customer experience by using technology and data to improve the overall customer experience.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Darren Coleman, Zhixuan Kuang, Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

COVID-19 causes digital consumption to rise by over 30%, forming new and lasting consumer habits

Opinion • Rob Clapp, April 2021

WARC Data’s latest report finds that Amazon, TikTok, YouTube and Twitch are some of the main winners as brands pivot to reach the COVID consumer.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

Brand in Action: How The Souled Store is betting on an omnichannel strategy

Opinion • WARC, April 2021

Harsh Lal, co-founder and director of The Souled Store, tells WARC how, in just eight years, the online apparel brand has carved out an enviable niche for itself among a young, pop culture crazy audience looking for authentic quality clothing; how it seized opportunities during the pandemic; and what is the e-commerce startup’s omnichannel focus going forward.

India’s e-commerce surge: Fulfilling consumer needs with human experiences

Article • Oindrila Roy, WARC Exclusive, Spotlight India, April 2021

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

Brand in action: How Big Bazaar learned all its e-commerce lessons

Opinion • WARC, April 2021

Pawan Sarda, Group Head, Digital, Marketing and E-commerce, Big Bazaar tells WARC how the hypermarket chain, a one-stop store heavily reliant on footfall, leveraged its digital initiatives to navigate the pandemic, and what e-commerce 2.0 will look like.

Understanding the five omnichannel shopping journeys that have taken root during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

Store closures, interruptions to supply chains and shifting consumer priorities have together transformed the way people shop – and that means retailers have to transform the way they operate.

Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Omnichannel in B2B sales: The new normal in a year that has been anything but

Article • Research on WARC, March 2021

McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: