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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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the FMCG category.
Article
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Dennis Potgraven, WARC Trends, June 2020
Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.
Article
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Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Digital First, June 2020
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
News
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16 June 2020
The lockdowns caused by the coronavirus pandemic, along with the extended closure of bricks and mortar stores, have dramatically accelerated the move to online shopping in the beauty sector, says L’Oréal’s chief digital officer.
News
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11 June 2020
Data-crunching by e-commerce giant JD.com offers new insight into lasting, post-COVID consumer trends following its huge 618 Grand Promotion – the biggest mid-year shopping festival in China – along with online shopping behaviours for the first ...
Article
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Mehak Bharti and Sharon Ng, WARC Exclusive, June 2020
Do deals evoke deeper unconscious desires within Asians that make it difficult for them to resist? New research by Nanyang Business School suggests, yes.
Article
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Mark Barber, WARC Exclusive, June 2020
A review of insights and best practice findings from Radiocentre and Shoppercentric’s research into the effects of radio’s last-minute reach of shoppers for FMCG brands.
Article
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Research on WARC, May 2020
Looks at how the rise of customer expectations and increasing use of smartphones are amplifying the need for mobile speed.
Article
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John Sills, WARC Best Practice, May 2020
Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.
News
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14 May 2020
The US may be experiencing a “second mode” in consumer behaviour, as the initial instinct to panic-buy subsides and a degree of retail normality returns, but a new WARC report highlights the difficulties ahead as almost half of consumers expect to ...
Article
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Joan Driggs, WARC Exclusive, May 2020
Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
News
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06 May 2020
There’s conflicting evidence from the beauty and personal care sector about all of our personal habits during lockdown.
News
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05 May 2020
As the COVID-19 outbreak continues to spread in Europe and the US, consumer behaviour is changing rapidly in response, new data shows.
Opinion
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Jenny Chan, April 2020
The COVID-19 pandemic has had a tremendous impact on retail brands. Changes in consumer behaviour during this period will carry on for the rest of 2020 as online shopping and cloud services become trendier.
Article
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Near, WARC COVID-19 Series, April 2020
Outlines the changing patterns in people's movement, based on visitation data, in response to social distancing.
News
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29 April 2020
Tinned pasta has knocked toilet rolls off the top spot as the most wanted shopping item in the UK, new data shows.
Case Study
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Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020
FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.
Case Study
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Mohammed Jahafar Bin Abdullah, Kyle Dlyma, WARC Awards, Entrant, Effective Innovation, 2020
Ethnic clothing brand Manyavar worked with a new programmatic media and technology platform Xaxis Places in India to track the attribution of DOOH exposure on consumer behaviour.
Case Study
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Kirsten Coventry, Katy Clark, Nigel Kendall, WARC Awards, Entrant, Effective Social Strategy, 2020
Supermarket chain Lidl Ireland replaced its printed leaflet with a measurable digital advertising solution to drive sales and turnover in Ireland.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Article
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Low Lai Chow, WARC Exclusive, April 2020
A webinar by MONI, Magento and dotdigital offers advice on how brands can do better to capture sales at every stage of the customer journey.
Case Study
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Tahaab Rais, Mario Morby, WARC Awards, Silver, Effective Content Strategy, 2020
Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.
