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Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

Maplin: Rebuilding a legacy brand in an online environment

Article • Brian Carruthers, Event Reports, Mediatel: Future of Brands & Marketing

Maplin, the electronics retail chain, closed its stores in mid-2018 but was reborn six months later as an online-only operation.

Best Buy reinvents itself (again) to prosper in times of crisis

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers In-House Agency Conference, August 2020

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

US, Electrical retail Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the electrical retail sector in the United States since 2007.

Dixons: Customer Matters – Impactful commercial insight at scale

Research Paper • MRS Awards Papers, 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.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

The world's best retail campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

MediaMarkt: Black Box – The real Black Friday simulator

Case Study • Júlia Iszak, WARC Awards, Entrant, Effective Content Strategy, 2019

Consumer electronics store brand MediaMarkt took an innovative approach, based around branded-content video, to boost awareness of its brand in the run-up to Black Friday in Hungary.

MediaMarkt: Heroes of Sales

Case Study • Júlia Iszak, WARC Awards, Entrant, Effective Content Strategy, 2019

Consumer electronics store brand MediaMarkt created an original web series to raise awareness of its offline stores among Hungarian youth.

Noblex: The All-In Promo

Rankings • WARC Creative 100, 2019

Noblex, the electronic manufacturer, leveraged the 2018 World Cup to boost TV sales in Argentina by betting on Argentina qualifying for Russia 2018.

YouGov Ad of the Month – US: Best Buy

Opinion • BrandIndex, January 2019

For December, Best Buy was the brand that achieved the biggest uplift in Ad Awareness, according to YouGov's BrandIndex.

Croma: Magic Filter

Case Study • Emvies, Best Media Innovation, Digital, Social Media, 2018

Tata Croma, one of India’s leading retail chains for consumer electronics and durables, wanted to boost TG’s awareness scores by increasing engagement.

MediaMarktSaturn 'smartifies' stores

News • 03 October 2018

Brick-and-mortar stores need to look beyond channels and embrace a new way of thinking about retail, according to the CEO of MediaMarktSaturn, Europe’s largest consumer electronics retailer.

The smartification of retail

Article • Brian Carruthers, Event Reports, dmexco, September 2018

Change in the retail space means more than the growing power and influence of Amazon – companies around the world are exploring new ways to make retail smart.

Currys PC World: Tested in Life to help you get it right

Case Study • Marketing Society, Excellence Awards, Winner, Employee engagement, 2018

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Vodafone Retail: Diwali Delights

Case Study • Alok Srivastava, Udit Sharma, WARC Awards, Entrant, Effective Innovation, 2018

Telco Vodafone India drove customers towards special offers and triggered delight in a Diwali campaign using augmented reality to enable customers to send festive greetings.

European Retail Alliance forms to fight online rivals

News • 17 May 2018

MUNICH/PARIS: Faced with growing competition from the likes of Amazon and other online retailers, two leading European electronics retailers are fighting back with plans to launch a “European Retail Alliance”.

Maplin: Store of the future

Case Study • Design Effectiveness Awards, Silver, 2018

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Marketing transformation helps Best Buy achieve its brand purpose

Article • Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018

Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.

Unieuro: Unieuro Club - I love my passion

Case Study • IMC Awards (European), Silver, 2017

Unieuro, the Italian consumer electronics and household appliance distributor, transformed its loyalty scheme to increase sale frequency in its sector.

Consumer electronics brands cut digital adspend

News • 02 July 2017

SYDNEY: Consumer electronics brands in Australia appear to be reverting to a selection of traditional media channels after cutting their digital adspend in the first quarter of the year.

How Currys PC World found its voice at Christmas

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Currys PC World: Drop a Hint - Helping Britain get what they want for Christmas

Case Study • Rob Sellars, Tom Claridge, David Edwards and Lizzie Andrews, WARC Prize for Innovation, Gold and Special Award for Co-Created Innovation, 2017

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Currys PC World: A very un-subtle hint for what I want this Christmas

Case Study • DMA (UK), Gold, Best out of home; Silver, Retail, 2016

This case study details how Currys PC World, a UK electrical retailer, creatively used data and media to drive engagement and persuasion scores in the UK market.

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.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.