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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.

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 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 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, Nathaporn 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.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

Albert Heijn: Levers of sustainable growth

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Albert Heijn, a Dutch supermarket chain, increased its declining market share in Europe through research without needing to offer discounts, which led to a parallel growth in margin alongside share.

Word-of-mouth is most popular way to discover brands in China

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), June 2021

An overview of brand discovery in China.

Glade: Scent by Glade

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Glade, a household air freshener brand, transformed ignored packing material into a branded sampling device filled with its latest fragrance in the US.

WARC Talks: Movable middle

Article • Joel Rubinson and Greg Stuart, WARC Exclusive, June 2021

Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global discuss the movable middle as a new way to target consumers and how it could replace reach as the basis of effective media planning.

DTC disruptors: Consumer sentiment data from GWI

Article • WARC Exclusive, Spotlight China, June 2021

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

Whiskas

Case Study • MMA Smarties, Bronze, MENA, 2020

Whiskas, a cat food brand, launched an interactive mobile campaign to gather data about consumers in the UAE.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Personalisation & Insight Award, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Paypal: A little data-driven empathy

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Online payments company, PayPal, inspired usage and drove awareness of its products with its Little Wins campaign in the UK.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Silver, Instant Impact, 2021

Payments technology provider, Mastercard, brought its priceless proposition to life with a promotion centred around a rare solar eclipse in the UAE.

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Case Study • WARC Awards for Effectiveness, Grand Prix, Sustained Growth, 2021

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Silver, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

APAC is winning at e-commerce: Here’s how brands and retailers can win too

Article • Low Lai Chow, Event Reports, eTail Asia Virtual Summit, May 2021

APAC countries like China and Korea are shaping e-commerce trends, with consumers pivoting online more quickly than the rest of the world as the pandemic fast-tracks their initiation into digital.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

Exploring the rise of ‘Lockhome Syndrome’ and its impact on shopping behaviours

Opinion • Dan Calladine, May 2021

Brands are developing tools and content designed to reach people spending more time at home, writes Dan Calladine.

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

Article • WARC Best Practice, May 2021

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.

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 WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

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 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 consumer decision making

Article • WARC Best Practice, December 2020

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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.