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The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

The role of shopping mission in retail customer segmentation

Research Paper • Ondřej Sokol and Vladimír Holý, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 454-470

In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data.

Ulta Beauty: The possibilities are beautiful

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Ulta Beauty, a beauty store chain, launched a campaign in the USA to elevate its brand beyond its products and emphasise how beauty helps everyone achieve their full potential.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

Walgreens: myWalgreens customer engagement platform launch

Case Study • SABRE Awards, Gold, North America, 2021

Walgreens, a US pharmacy store chain, reinvented its customer loyalty programme by launching its app, myWalgreens, in November 2020.

Apollo: Zoom-Level-Targeting

Rankings • WARC Media 100, 2021

Optician Apollo increased brand awareness and encouraged eye tests by targeting Germans who enlarged their browser by more than 150%.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Apotek Hjärtat: A Hard Pill To Swallow

Rankings • WARC Creative 100, 2021

Apotek Hjärtat, Sweden's largest private pharmacy chain, shed light on water pollution from pharmaceutical manufacturing by creating a fictional pill based solely on the chemicals found in the water.

How Boots develops strategy based on cultural analysis

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

Boots, the UK-headquartered health and beauty retailer, used a form of cultural analysis to understand emerging ideas of health to refine its brand.

Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Grand Prix and Data-Driven Insight Award, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Why marketplaces are e-commerce’s next frontier: insights from Douglas

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

German beauty retailer Douglas is two years into a significant shift to e-commerce, with its platform position setting it up to capture growth.

CVS Pharmacy joins fleet of retailers offering media services

News • 26 August 2020

With a raft of customer data, and its large (and essential) physical footprint, CVS is turning its internal capabilities into a product accessible to CPG brands.

Singapore grocery foot traffic returns to normal but retail down 27% in July

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

An overview of changes in foot traffic among key sectors in Singapore between February and August 2020.

Retail foot traffic in Brazil down by 37% in July

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

An overview of changes in foot traffic among key sectors in Brazil between February and August 2020.

UK fashion retailers struggle to gain from e-commerce boost

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of changes in website traffic in the UK during the coronavirus (COVID-19) outbreak for fashion, home and DIY, health and beauty, and grocery brands.

Australian grocery foot traffic returns to normal but retail down 16% in June

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of changes in foot traffic among key sectors in Australia between February and July 2020.

OCO Opticians: The Urban Eye Tests

Case Study • AME Awards, Silver, 2020

OCO Opticians, an optometric brand, encouraged people in the UK to take free eye tests at its store by placing trackable floor panels on pavements in London which tested people's eyesight using the environment around them.

Walgreens effectively fuses empathy and strategy

News • 06 May 2020

Walgreens, the pharmacy retail chain, offers an example of how brands can engage with consumers around potentially sensitive topics in an empathetic, and effective, way with its “Feel More Like You” campaign.

How Walgreens reached out to cancer patients who needed beauty advice

Article • Geoffrey Precourt, Event Reports, TMRE Digital Week webinar, April 2020

Walgreens, the pharmacy retailer, used its “Feel More Like You” campaign to meet the needs of cancer patients who wanted to look their best.

CVS Pharmacy: Beauty Mark

Rankings • WARC Media 100, 2020

CVS Pharmacy, a subsidiary of the American retail and health care company CVS Health, encouraged women to feel more confident in who they are by using unaltered images in their marketing campaigns and around their stores.

Ulta Beauty ramps up multicultural focus

News • 05 March 2020

Ulta Beauty, the retailer, has put a multicultural positioning at the heart of its strategy as it looks to better serve its target audience.

Ulta Beauty serves multicultural audiences by facilitating self-expression

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019

Ulta Beauty, the retailer, has put diversity at the heart of its strategy, and made sure that it is focused on multicultural consumers across its operations.

Kronans Apotek: Jr. Forecast

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Kronans Apotek, a pharmacy brand, increased sales of its sun protection products among parents in Sweden by launching a social media targeting campaign that produced personalised weather reports.

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.
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.
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.