Article
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WARC Best Practice, May 2019
Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
Article
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Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
News
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09 December 2019
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
Article
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Chris Pearce, WARC Exclusive, December 2019
Consumers are embracing online commerce in record numbers, and brands need to optimise their online path to purchase in response.
Article
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Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Article
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Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
News
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03 December 2019
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Article
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Research on WARC, November 2019
This Faber Novel report studies brand immersion strategies that can reach out to an untapped, community-based niche market of close to 70 million Chinese residing outside China.
News
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27 November 2019
Lines between online and offline shopping behaviours are blurring for urban shoppers in India, according to a new study conducted by Google and Ipsos.
News
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27 November 2019
Black Friday is no longer a one-off day, as it now spreads over a couple of weeks with the result that both consumers and retailers are re-evaluating their approach to the event.
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
News
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15 November 2019
Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...
Article
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Low Lai Chow, Event Reports, E-commerce Expo Asia, October 2019
Mark Joseph Panganiban, Fintech Philippines Association’s committee chairman of e-commerce outlines the current state of e-commerce in the country.
News
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11 November 2019
Ineffective digital practices are keeping APAC retailers from tapping the opportunities that omnichannel offers for driving sales and brand awareness, according to martech firm dotdigital.
Article
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Research on WARC, November 2019
Looks at how social commerce (the buying and selling of goods on social media apps) is emerging as rising ad costs on e-commerce in China steer brands towards this trend.
News
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08 November 2019
Many leading brands are making well-publicised efforts to improve sustainability and their green credentials, but if some marketers have any lingering doubts about the commercial benefits of adopting such an approach, then a new survey should allay ...
News
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07 November 2019
Black Friday remains the most significant pre-Christmas shopping occasion in Europe, and as more shopping activity moves online, stores can learn from how retailers in China have responded to the evolution of Singles Day.
Article
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Low Lai Chow, Event Reports, E-commerce Expo Asia, October 2019
Research by Dotdigital shows that ineffective digital practices are a key barrier to APAC retailers taking concrete steps towards effective omnichannel marketing.
Article
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WARC Best Practice, October 2019
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Article
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WARC Best Practice, October 2019
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
News
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28 October 2019
Many brands are failing to monetise at the shelf, with a poor shopper marketing strategy - the success of shopper marketing lies in creating an integrated idea with a clear, memorable engagement mechanic that is, at its heart, linked to purchase.
News
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25 October 2019
Consumers in India have said better rewards would encourage more frequent usage of digital payments, according to a new online study conducted by YouGov and ACI Worldwide.
Article
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Ksenia Khalina and Amy Brown, WARC Exclusive, October 2019
Explores five of the most important barriers that marketers face when connecting with today’s shoppers and provides advice on how to cut through.
Opinion
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Chenyin Pan, October 2019
Misunderstandings and miscalculations about China are reaching new levels, and it’s not just because of politics, culture and language.
News
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18 October 2019
Consumers in the UAE have one thing in common – they are looking for value, and they’re increasingly willing to buy from anywhere to find it.
