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Path to purchase models

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News

CHICAGO: Indian Motorcycle is giving "old-school" marketing a key role in its strategy as the brand seeks to engage with current and potential riders and, ultimately, drive new purchases.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

News

NEW YORK: Advertising in traditional media, and specifically television, is far more effective than digital at driving consumer recall and purchase intent for mainstream FMCG brands, new research suggests.

Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Article

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

News

In 2016, those Warc readers interested in shopper marketing were exploring the use of technology, whether that was how it affects the purchase journey or how it can be used to deliver insights.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Article

This article outlines the development of both digital and physical retail towards a convergence of channels, where brands must have a presence everywhere that shoppers would wish to find their products.

Article

This primer explores what practitioners need to know about digital attribution, or the process of identifying a set of user actions, how they contribute to the desired outcome, and how to assign value to each action.

Article

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.

Research Paper

This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.

Article

This piece is Part Two of Warc's exclusive series on Alibaba's big data strategy, and provides case studies on how Alibaba's data initiatives have driven business results for offline retailers.

Research Paper

This paper describes how Coca-Cola focused on execution at the point of sale as a fundamental variable for achieving growth in Latin America.

Article

This article explores how Singapore's leading online grocery service, Redmart, used consumer testing and big data to update its consumer experience for a new, multi-device shopper.

Article

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Article

This event report looks at how department store John Lewis has made the transition from bricks and mortar to omnichannel retailer.

Article

This article discusses the various marketing techniques, including Augmented Reality and Facial Recognition, that can be used to investigate and influence in-store purchase decisions.

Article

This article argues that advertisers must create a communication infrastructure based around the customer (described as a new 'insta-Shopper'), enabling brands to act 'in the moment' to affect real-time decision-making and sales.

Article

This article outlines ten key shopper trends that brands need to recognise within the rapidly evolving retail sector and explains how best they can address them.

Article

This article argues that brand marketing and sales functions need to merge together in order to close the 'Anytime Anywhere Purchase Gap', and advises how to do this with activity in the four key stages of the purchase journey: discovery, planning, deciding, maximising.

Article

This article offers advice to brands on creating memorable and useful shopping experiences.

Article

This article offers advice for brands who wish to reach multi-tasking shoppers, arguing that shoppper strategy must merge with other communications strategies so that a brand can speak with one voice across every channel.