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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10 July 2020
The e-commerce landscape across Southeast Asia has had to adapt rapidly to the impact of COVID-19 and “digital availability” will be essential to future marketing strategies, an agency expert believes.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the FMCG category.
News
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03 July 2020
Lockdowns across India and Southeast Asia have had a marked impact on consumption patterns at Puma, says the sportswear brand’s regional general manager.
Opinion
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Jack McLaren, June 2020
COVID-19 is having a dramatic impact on e-commerce – accelerating uptake, shifting buyer types, changing attitudes to spending and distorting previous consumer journey dynamics.
News
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25 June 2020
The e-commerce sector in India has recovered more than 90% of its pre-lockdown volume, according to SaaS e-commerce platform Unicommerce.
News
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24 June 2020
Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.
Article
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Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Digital First, June 2020
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.
Article
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Low Lai Chow, Event Reports, Sitecore virtual summit, June 2020
The APAC region will continue to lead in adoption and use of digital and mobile channels for purchases, long after COVID-19 lockdown measures are lifted.
Article
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Stephen Whiteside, WARC Exclusive, June 2020
How consumers make purchases could permanently change following the COVID-19 pandemic, a shift that will require marketers to reconsider this stage of the buying process.
Article
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Charlotte Lo, WARC Exclusive, June 2020
As COVID-19 upends the customer experience, brands need to think beyond short term fixes, according to research by BBH London.
Article
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Madhurya Alankaar, WARC Best Practice, June 2020
Geometry Encompass’ Madhurya Alankaar outlines a framework for brands looking to venture into India’s emerging e-commerce space as more consumers adopt online shopping thanks to COVID-19.
Opinion
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Cathy Taylor, June 2020
From its humble beginnings as a single restaurant, McDonald’s has become one of the world's leading food service brands with more than 36,000 restaurants in over 100 countries.
Article
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Stephen Whiteside, WARC Exclusive, June 2020
The Campbell Soup Co., the packaged food company, is ramping up its focus on e-commerce in response to growing consumer demand and projected long-term growth.
News
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09 June 2020
As China’s economy re-opens, there are signs that purchasing behaviours which changed during the coronavirus pandemic will continue post-lockdown as consumers are keen to carry on with the convenience and increased safety of contactless online ...
Article
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Stephen Whiteside, WARC COVID-19 Series, June 2020
Mondelez International, the snacks company, is doubling down on e-commerce in line with changing consumer habits.
Article
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GlobalWebIndex, Research on WARC, June 2020
Examines how consumer sentiment is being impacted as restrictions continue to ease in many parts of the world and more countries enter a recovery phase of the COVID-19 pandemic.
Article
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Carl Spaulding, WARC Best Practice, June 2020
This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.
Opinion
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Patrick Miller, May 2020
Customers have turned to digital retail sites during the pandemic, which has accelerated the US e-commerce penetration rate.
Opinion
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Jason Mander, May 2020
As more countries begin to ease their Covid-19 restrictions, there’s one inevitable question that everyone is asking: what does the “New Normal” look like? Clearly, we can’t just assume that behaviours newly acquired or significantly boosted during an unprecedented crisis will automatically continue afterwards.
Opinion
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Cathy Taylor, May 2020
Consumers in the US display a mix of eagerness and caution about returning to various pre-lockdown behaviors, according to research from The Harris Poll.
News
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21 May 2020
Marketers seeking to understand the evolution of buying habits under lockdown may benefit from mapping these behaviours against Abraham Maslow’s “hierarchy of needs”, an iconic psychological model of motivations.
Article
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Biprorshee Das, WARC COVID-19 Series, MMA and McKinsey webinar, April 2020
The Mobile Marketing Association APAC hosted a webinar with McKinsey on the perspectives on COVID-19 and its implications/learnings for consumer and retail companies.
