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Holland and Barrett: Redefining UK wellness through innovative research

Case Study • MRS Awards Papers, Finalist, Healthcare Research, 2021

Holland and Barrett, a wellness retailer, conducted a research study with Harris Interactive in the UK to better understand what wellness means to people, in order to establish its role in supporting wellness.

Boots: Decoding the drivers of store choice

Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021

Boxclever, a business management consultant, and Walgreen Boots Alliance, a pharmaceutical brand, launched a campaign in the UK to drive consumer value perceptions and retailer choice.

Volkswagen: Dealerships done digital

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Car manufacturer, Volkswagen, adapted to the new COVID trading environment to reverse plummeting sales with its Virtual Showroom concept in Canada.

Social commerce 2021

Article • essence , Research on WARC, November 2021

A new report by Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”.

Google Pay: How Google Pay outsmarted the giants

Case Study • Jaspreet Naurath, Deepankar Grover, Richa Kohli, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Digital wallet platform and online payment system Google Pay leveraged product data to drive media effectiveness and become the number-one UPI payments player in India.

L'Oréal (Multiple brands): Fueling digital automation across brands and markets with e-retailer data

Case Study • Mads Bindseil, Camilla Gad Damkjaer, Kasper Zoffmann Jessen, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Personal care company L'Oréal used a bespoke AI to deliver increasingly efficient Facebook media investments across its brands in the Nordics and grew online sales across four markets.

McDonald's: Macca's Monopoly - Playing to WIN!

Case Study • WARC Cases, November 2021

McDonald’s, a fast food restaurant chain, increased ROI after the coronavirus lockdown in Australia by dynamically serving prizes for its Monopoly game to encourage customers to play.

How brands can ace the social commerce game in Southeast Asia

Opinion • Sega Cheng, November 2021

The pandemic in the last year has only triggered the rise of social commerce and while lockdown restrictions are easing, social shopping in Southeast Asia is here to stay. Aided with its annual survey, AI solutions firm iKala says it is important for brands to offer top-notch customer experience to make the most of the available opportunities.

A Tale of Two Christmases: New research uncovers the consumer attitudes behind 2021’s festive season

Opinion • Branka Orosnjak, October 2021

This Christmas will be different – Branka Orosnjak, European Managing Partner of brand and consumer insight agency Hall & Partners, reveals two distinct consumer segments that marketers need to appeal to this festive season.

From omnichannel to omnipresence: Consumer sentiment data

Article • WARC Exclusive, Spotlight China, October 2021

Analyses data from ongoing surveys of Chinese consumers, provided by GWI.

Super Cute's: Super diapers – Wondershorts and Wonderskirts

Case Study • Akshay Appu, WARC Awards for Asian Strategy, 2021

Sanitary brand, Soothe Healthcare, used an online consumer acquisition-led approach to launch its Super Cute's nappies range in India.

ITC: Manoranjan Ka Pitara (Box of entertainment)

Case Study • Madison OOH Madison, WARC Awards for Asian Strategy, 2021

Diversified conglomerate, ITC, increased penetration and drove trial and purchase for its FMCG brands across rural markets with the Manoranjan Ka Pitara campaign in India.

India’s festive season 2021: Winning strategies for brands

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

India has one of the longest festive seasons in the world and consumer confidence is at an all-time high as the country emerges from COVID-19, with shoppers planning to spend more during this year’s festive period.

Deep diving into social commerce and its embrace in Southeast Asia

Article • Neeraj Gulati, WARC Exclusive, Spotlight SEA, September 2021

Entropia’s Neeraj Gulati examines the evolution of social commerce and how it has become an always-on shopping mindset backed by the human experience of community, conversation and validation.

Social commerce: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, September 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

Even though COVID is still here, CPG shopping behavior is normalizing

Article • Leslie Wood, WARC Exclusive, Spotlight US, September 2021

Examines regional and national changes in spending and shopping behavior over the course of the pandemic in the consumer packaged goods category.

The 2021 US grocery shopper has adapted by embracing hybrid buying habits

Article • Barbara Connors, WARC Exclusive, Spotlight US, September 2021

Looks at changes in grocery shopping habits among US consumers as the COVID-19 pandemic stretches on.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

The new frontier of customer experience in Australia

Article • Michelle Grujin, WARC Exclusive, Spotlight Australia, August 2021

Accenture’s Michelle Grujin examines how the pandemic has created “reimagined” consumers who are actively changing their habits and creating opportunities for brands to reset strategies and meet new customer expectations.

Grow your digital dollar: How to market commerce that performs

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

At its core, performance marketing exists to identify a targeted group of consumers and encourage them to generate a response to help sell, cross-sell and up-sell more products.

The role of shopping mission in retail customer segmentation

Research Paper • Ondřej Sokol and Vladimír Holý, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 454-470

In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data.

Instant convenience: How online grocery shopping has taken off in Thailand

Opinion • Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, August 2021

Online shopping for groceries and FMCG in Thailand has spiked during the COVID-19 pandemic and i-dac Bangkok’s Suchada Supakan shares research that can help advertisers understand consumers better and shape the right marketing strategy.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

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.

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 Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2021

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.