Article
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WARC Best Practice, June 2020
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Article
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Alex Zhu, WARC Best Practice, June 2018
Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Article
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Toni Keskinen, WARC Best Practice, June 2016
This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.
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.
Article
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Sam Peña-Taylor, Event Reports, Market Research Society Behavioural Science Summit, September 2020
The iconic British shoe brand brought behavioural principles into its store design using research from across the world.
News
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23/09/2020
Cut-price grocers Lidl and Aldi, which only sell through brick-and-mortar stores, may have missed out on the boom in e-commerce during the pandemic, but are now planning to increase volumes as consumers go bargain hunting.
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.
Case Study
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Terence Ling, WARC Prize for Asian Strategy, Shortlisted, 2020
Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.
Article
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Gemma Spence, WARC Webinars, September 2020
Explores how brands can grow online in the competitive e-commerce landscape.
Article
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Alex Zhang and Melanie Wong, WARC Webinars, September 2020
Looks at how brands can keep pace of the fast-changing waters of digital commerce while staying true to brand and mission.
News
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01/09/2020
Marketers of consumer packaged goods, like food products, should consider five different shopper segments - ranging from “unfazed normals” and “struggling worriers” to “shook-up savers” - as they craft their value propositions David Gryga, US ...
News
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01/09/2020
Building direct relationships with customers gives brands valuable first-party data that can be used to make retailers more confident in carrying the brand’s products, a new WARC Best Practice guide to both brands and retailers benefitting from ...
Article
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Stacy H. Lee and Sojin Jung, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 615-632
Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.
Article
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Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020
Research firm Ipsos has built out a way to construct meaningful value propositions at a time of disruption in normal business patterns.
Article
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Research on WARC, August 2020
Examines the impact of the COVID-19 crisis on e-commerce companies and their website personalisation strategies.
Article
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Euromonitor Strategy Briefings, August 2020
With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
News
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21/08/2020
Advertisers should consider employing “both rational and emotional appeals” in campaigns rather than using arbitrary divisions between these messages, according to a study in the Journal of Advertising Research (JAR).
Article
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Research on WARC, August 2020
Looks at the mental processes that have been activated by the abundance of the web.
Opinion
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Isabelle Karina C. Romualdez, August 2020
It may feel like a retail apocalypse when it comes to how COVID-19 has impacted brick and mortar stores and consumer spending, but iPrice Group’s Isabelle Romualdez argues that interest is still high in SEA, and fashion brands have a chance to capture not just attention but wallets as well.
Article
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Lance Porigow, WARC Best Practice, August 2020
Explores how selling direct-to-consumer (DTC) benefits not only brands who do so, but also the retailers they do business with.
News
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12/08/2020
Christmas in the UK is the season that can make or break a retailer or brand’s year but is just one of the parts of life likely to be changed beyond recognition in 2020 – with the hobbies and practices taken up in lockdown front and centre, new ...
News
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11/08/2020
While most Indian consumers don’t expect household spending to return to normal until the middle of next year, many have expressed a ‘positive buying sentiment’ for this year’s Diwali.
Article
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Andy Wardlaw, WARC Exclusive, August 2020
COVID-19 has accelerated people’s preference to source groceries online but in the longer term this could inhibit the trial of new products as well as impulse purchases.
Article
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Alex Brownsell, WARC Exclusive, August 2020
Research from Google and The Behavioural Architects decodes how decisions are made online.
News
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03/08/2020
New research from Google and the Behavioural Architects seeks to understand the complexities of the purchase decision process at a time when e-commerce is erupting as a result of COVID-19 – here’s what you need to know.
