Article
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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.
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.
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
Article
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Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.
Case Study
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MRS Awards, Finalist, MRS Award for Applications of Research, 2019
Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.
News
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27 November 2019
Lines between online and offline shopping behaviours are blurring for urban shoppers in India, according to a new study conducted by Google and Ipsos.
News
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27 November 2019
Black Friday is no longer a one-off day, as it now spreads over a couple of weeks with the result that both consumers and retailers are re-evaluating their approach to the event.
Case Study
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Case Studies on WARC, 2019
Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.
Case Study
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Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.
Case Study
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George Shearring, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Potato chip brand Red Rock Deli used programmatic digital display to drive brand preference and consideration to purchase and drive awareness of new flavours in Australia.
Case Study
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WARC Media Awards, Shortlisted, Best Use of Data, 2019
Car manufacturer Ford used a data-driven marketing initiative to improve its consumer experience and smooth the path to purchase in Vietnam.
Case Study
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Touché!, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Canadian online retailer Sport Chek used cart data to create a mass retargeting campaign, backed by traditional and digital media, to drive sales on Black Friday.
Case Study
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Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.
News
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14 November 2019
Filipinos spend more time online and on social media than any other country in the world but they also spend less money online than anywhere else: here’s why.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
Article
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Lona Meza, Event Reports, Brainy Bar 9, October 2019
Looks at neuro-research into how sensorial marketing can impact in-store sales.
Article
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Low Lai Chow, Event Reports, E-commerce Expo Asia, October 2019
Mark Joseph Panganiban, Fintech Philippines Association’s committee chairman of e-commerce outlines the current state of e-commerce in the country.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Faced with a 40% cost increase in the production of printed flyers, supermaket brand Aldi developed a geo-targeting campaign that allowed them to reduce the amount of printed flyers distributed in Denmark by 33%.
News
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07 November 2019
Black Friday remains the most significant pre-Christmas shopping occasion in Europe, and as more shopping activity moves online, stores can learn from how retailers in China have responded to the evolution of Singles Day.
News
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05 November 2019
As Western brands look to China for growth, there are signs that, for US brands at least, this year’s Singles’ Day event may be a disappointment as shopper sentiment is affected by the US-China trade war.
Article
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Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Unilever is making its business e-commerce ready through several strategies that other companies and brands can emulate.
Article
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Julia Ayling, WARC Exclusive, October 2019
Mindshare’s study surveyed 1000 shoppers to analyse a range of different food shopping scenarios to better understand consumer motivations and purchase behaviours.
