Retail

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

Case Study • Marketing Society UK, 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.

Korean appliance market signals lifestyle changes

News • 23 May 2018

SEOUL: The appliance-buying patterns of young Korean couples highlight how society is changing, with sales of traditional products flat while trendy gadgets are finding favour.

European Retail Alliance forms to fight online rivals

News • 18 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 Business Association, 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 • Integrated Marketing Communications Council Europe, 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 • 03 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 • Direct Marketing Association - 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.

Currys PC World: We start with you

Case Study • Tom Claridge, David Edwards and Rob Sellars, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Best Buy's successful data strategy

News • 06 October 2016

NAPLES, FL: Best Buy, the electronics retailer, is effectively leveraging first-party data to enhance its targeting and drive a greater consumer response to its marketing.

Best Buy’s transition from “dumb” to “smart” advertising

Article • Geoffrey Precourt, Event Reports, ANA Masters of Measurement, September 2016

This event report covers attempts by Best Buy, the electronics retailer, to make smarter marketing choices based on data.

Best Buy underpins creative with analytics

Article • Geoffrey Precourt, Event Reports, ANA Masters of Measurement, September 2016

This event report outlines how Best Buy, the electronics retailer, is leveraging data to enhance its creative output and broader marketing strategy.

Media Markt: Rabbit race

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2016

This case study demonstrates how Media Markt, Germany's biggest electronics retailer, turned Easter price promotion into an actual game to engage with the German public.

Group Monge: "Mom comes first": A meaningful campaign to praise mothers

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Grupo Monge, a leading, family-owned retailer of consumer electronics, household appliances and furniture in Central America, started a social movement in Costa Rica - while increasing its brand awareness ahead of Mother's Day.

Best Buy Co Inc (Retail)

Article • Euromonitor Profiles, January 2016

This Company Profile from Euromonitor provides key details and analysis of Best Buy Co Inc, the owner of brands such as Best Buy, Future Shop and Jiangsu Five Star.

Media Markt: Rabbit Race

Case Study • AME Awards, Gold and Silver, 2016

This case study shows how Media Markt, Germany's largest consumer electronics retail chain and online shop, created an innovative and funny live marketing event.

Canadian Tire: The maximum mural

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2016

This case study describes how Canadian Tire (CT) launched a new power tool in order to regain its position as the trusted destination for tools in Canada.

Currys PC World: Film - 'Laptop' (UK)

Gunn Report • Gunn Creative, 2016

Contains the film creative 'Laptop' for Currys PC World by the agency AMV BBDO in the UK.

Currys PC World: Film - 'Cooker', 'Chromecast' and 'Nespresso' (UK)

Gunn Report • Gunn Creative, 2016

Contains the film creative 'Cooker', 'Chromecast' and 'Nespresso' for Currys PC World by the agency AMV BBDO in the UK.

MarcoPolo (now Unieuro): Time machine

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2015

This case study describes how MarcoPolo Expert, the electronic chain store in Italy, implemented a loyalty program to build customer fidelity.

Retail's next top-model: New perspectives on consumer decision processes in a rapidly changing world

Research Paper • Lilli Mix and Janine Katzberg, ESOMAR, Qualitative, Paris, November 2015

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Currys PC World: We start with you

Case Study • Sarah Sternberg and David Edwards, Account Planning Group - (UK), Bronze, Creative Strategy Awards 2015

This case study shows how Currys PC World, a UK electronics retailer, successfully differentiated itself from its competitors by creating a service-driven campaign, growing both sales and customer trust.

How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
The gift that keeps on giving: The story of the strategic thinking behind the John Lewis Christmas campaign

Case Study • Martin Beverley, David Golding, Les Binet and David Bratt, Account Planning Group (UK), Gold, 2017

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
E-commerce in 2017: How brands are going direct-to-consumer

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
What we know about e-commerce and social commerce

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.