Advertising best practice, evidence and insights

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, May 2019

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.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

How to optimise the path to purchase

Article • 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.

Asia-Pacific consumers show most brand disloyalty

News • 26 June 2019

Consumers’ willingness to switch brands is on the rise globally, according to a new study – and consumers in Asia Pacific top the list for disloyalty.

How do human attitudes and values predict online marketing responsiveness? Comparing consumer segmentation bases toward brand purchase and marketing response

Research Paper • Stefan Scheuffelen, Jan Kemper, and Malte Brettel, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 142-157

This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research.

One Stop

Case Study • Design Business Association, Bronze, 2019

One Stop, a convenience store operator, redesigned its packaging in the UK with a new colour palette and photography to promote its association with freshness and quality food.

Americans are the most frequent online shoppers

News • 07 June 2019

More consumers are buying online than ever before, and they are also more likely to buy from the same store when they make an online purchase, a new global report has revealed.

Aditya Birla takes marketing lessons from Ricky Ponting

News • 06 June 2019

Indian businesses are more often seen tapping the popularity of cricketers than taking marketing lessons from them, but a top Aditya Birla executive believes they can learn from how top players approach the game.

Aditya Birla on connecting India’s online and offline consumers

Article • Anil Thakraney, Event Reports, Consumer Insights & Analytics Summit, May 2019

Gathering online and offline insights in a balanced way is crucial to brand growth, according to Fortune 500 India company Aditya Burla Group.

Chinese consumers embrace the recommerce trend

News • 28 May 2019

Recommerce, or the buying and selling of used and previously owned goods, may be in its infancy in China compared to the West, but there is growing evidence that Chinese consumers, especially younger shoppers, are embracing the trend.

How Westfield shifted its customer focus

News • 27 May 2019

Renaming its 41 shopping centres across Australia and New Zealand “living centres” is part of a radical rethink by Westfield, which has shifted its customer focus to include shoppers as well as tenants.

How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

Barclays takes an asset-led approach to data

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.

Target's Turnaround

Case Study • SABRE Awards, North America, Corporate Media Relations, Gold, 2019

Target, a retailer, secured growth over its competitors in the US by investing in its owned brands.

Southern India more open to FMCG experimentation

News • 18 April 2019

India’s five southern states account for almost a quarter of all FMCG sales and their shopping habits differ in several ways from the rest of the country, research shows.

Gen Z, seniors and the affluent: Three Asian consumer segments to watch

Article • Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019

Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Silver, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

Audi: Digital Dealer Campaign

Case Study • Corina Carabelli, WARC Awards, Entrant, Effective Innovation, 2019

Audi, the car manufacturer, used programmatic advertising to push people towards dealership and test drives in Switzerland.

Dulux: Becoming a game changer in DIY e-commerce

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Innovation, 2019

Paint brand Dulux overhauled its SEO and product pages to grow sales in online DIY store OBI in Russia.

RITZ Crisp & Thins: #WinWithRITZ

Case Study • Cindy Abramson, Laura Scott, WARC Awards, Entrant, Effective Innovation, 2019

RITZ Crackers, the food brand, used a celebrity influencer and radio partnerships in a multi-lingual campaign to launch a new product targeting Hispanic men in the US.

Jo Malone London: Omnichannel Communications Programme

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Molson Coors uses DTC for consumer insight

News • 02 April 2019

US brewer Molson Coors is the latest brand to launch a direct-to-consumer service, shipping beer direct to customers’ homes via two new e-commerce platforms.

Vietnamese retail to hit double-digit growth

News • 22 March 2019

The retail sector in Vietnam is expected to record double-digit growth between 2019 and 2024, according to a new report that coincides with further upbeat projections delivered at a retail conference in Hanoi.

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