Retail

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Social selling is making a comeback: The Body Shop's Sam Thomson on the direction of retail

Opinion • Sam Thomson, December 2018

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building, as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Dis-Chem – Winter Care Guide

Case Study • MMA Smarties, Silver, South Africa, 2018

Dis-Chem, a pharmacists, used digital ads to promote its Winter Care Survival Guide in South Africa to ensure good health throughout the winter months.

Reconciling contradicting facts by instituting a “hierarchy of truth” to bust myths

Research Paper • Pavi Gupta, Mick Hedberg, Vittorio Raimondi and David Exelby, ESOMAR, Congress, 2018

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.

Pearle Vision embraces premium positioning

News • 10 October 2018

Pearle Vision, the eyeglasses retailer, has embraced a more premium positioning as it seeks to engage with consumers in new and compelling ways.

How CVS stays ahead of its customers with purpose-driven innovation

Article • Reed Karaim, Event Reports, Shop.org, September 2018

CVS Health, the healthcare and pharmacy company, is adapting to meet evolving customer needs in line with its core brand purpose.

CVS focuses on three local points of connection

Article • Reed Karaim, Event Reports, Shop.org, September 2018

CVS, the healthcare and pharmacy retailer, is putting its local connections to communities at the heart of its physical and online retail strategies.

Pearle Vision’s creative insight: Emotional decisions support rational purchase choices

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Pearle Vision, the eyewear retailer, is blending data with emotional understanding as a means of reaching consumers in more impactful ways.

How Pearle Vision moved from low-cost to high-touch consumer engagement

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Pearle Vision, the eyewear retailer, successfully achieved a brand transformation that moved it into more premium territory.

Mountain Dew, Visioncare and Nickelodeon meet millennials in the ’90s

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2018

Nickelodeon, the kids-focused media brand, has successfully connected with millennials through appealing to their sense of nostalgia.

YouGov Ad of the month Australia: Chemist Warehouse

Opinion • BrandIndex, June 2018

This month, Chemist Warehouse is the brand which has achieved the biggest uplift in its Ad Awareness in Australia, according to YouGov’s BrandIndex Ad Awareness score.

Matsumoto Kiyoshi Holdings: End Embarrassment

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Cannabis branding needs work

News • 30 May 2018

NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing ...

Walgreens builds love and loyalty

News • 17 April 2018

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Beyond numbers: How Colgate-Palmolive used CRM to help identify key in-store touchpoints

Research Paper • Christian Abramson, ESOMAR, Latin America, 2018

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

Walgreens’ brand reinvention helps drive business transformation

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Great Clips Campaign 2017

Case Study • Direct Marketing Association - US, Silver, Retail and Direct Sales, 2017

Great Clips, a hair salon franchise, implemented the 'Journey 121' program customer strategy in the US to improve customers' frequency of visits to its salons.

CVS Health: Last Pack

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

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Ulta Beauty: First Haircut

Case Study • Effie Worldwide, Silver, North America Effies, 2017

This case study explains how Ulta Beauty, a cosmetics and salon brand with a longstanding partnership with the Breast Cancer Research Foundation (BCRF), created the 'First Haircut' campaign in the US to help survivors of breast cancer achieve self-reclamation and raise awareness for the cause.

Pearle Vision: Can Thinking Small Win Big?

Case Study • Effie Worldwide, Bronze, North America Effies, 2017

This case study describes how Pearle Vision, an eye care store chain, improved its perception in the US and Canada by providing eye care on a local level.

Boots Opticians: Zookeeper Zoe eye check storybook

Case Study • SABRE Awards, Gold, EMEA, UK Mid Budget, 2017

Boots Opticians used a story book, promoted via PR, digital ads and in-store communications, to help parents identify when their children needed a sight test, and increased children’s sight tests by 11% in the UK.

SOpharmacy

Case Study • Design Business Association, Silver, 2017

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Dr.Max Bonus Card Benefits

Case Study • Integrated Marketing Communications Council Europe, Silver, 2016

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

CVS Health wins risk/reward gamble in purpose-driven marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2016

This event report outlines how CVS Health, the retailer, has injected its brand with a defining sense of purpose.

Synoptik: Synoptik Street Test

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016

This case study explains how Synoptik, a chain of opticians in Denmark, created a simple eye test to encourage people to book full appointments.

HRA Pharma: Only if I want

Case Study • SABRE Awards, Gold, EMEA, Consumer health, 2016

EllaOne, a pharmaceutical brand, increased market share by addressing sexual empowerment and education through a digital and social media educational campaign in Germany.

What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
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.
What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.
McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Grand Prix, Effective Social Strategy, and Path-to-Purchase Special Award, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.