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What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

Out-of-home advertising lifts online actions by 63%

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the effectiveness of out-of-home (OOH) advertising in driving offline and online actions.

Six tips for making the most of retail’s ‘Darwinian moment’

Article • Brian Carruthers, Event Reports, Retail Connected, April 2021

Recent research from OC&C Strategy Consultants, the management consultancy, identifies six themes that are reshaping the retail environment for the future.

CTV impressions up 81%, driven by telecom, auto and CPG

Data • Rob Clapp, WARC Data Points, April 2021

An overview of digital video impressions on mobile and connected TV devices by advertiser category.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of social media planning for 2021 in the retail sector.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

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

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

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

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.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Structural factors have greatest influence on ROI

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

Reach and ad quality are key short-term drivers of ROI

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Harnessing the hybrid shopping opportunity

Article • Joel Davis, WARC Exclusive, February 2021

Predicts how technology will augment the shopping experience after the pandemic.

Reactivating luxury consumers in China with new value propositions

Article • Jenny Chan, WARC Exclusive, February 2021

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • Jay Friedman, WARC Best Practice, February, 2021

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Power of Connection: an omnichannel touchpoint approach for retail

Opinion • Nicola Niesl, December 2020

In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.

How augmented reality is set to transform retail

Opinion • Faisal Galaria, December 2020

AR has been around for a while but, apart from the brief Pokémon Go craze, has never quite caught on with the public. The current shift to online shopping is about to change all that, says Blippar CEO Faisal Galaria.

‘Wild Wednesday’ kicks off amid concern for retail ‘house of cards’

News • 02 December 2020

The shopping surge anticipated in England today, as the second national lockdown ends and 24-hour opening is permitted, may come too late to save many retailers.

The fates of Debenhams and Arcadia show the need for flexibility

Opinion • Jane Bloomfield, December 2020

Non-essential shops are open again in England today, but the outlook is grim for some big names. Kantar’s Jane Bloomfield says it’s time for a fundamental rethink of business strategies.

Norway, Retail adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the retail sector in Norway since 2013.

New Zealand, Retail adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the retail sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

Playtime isn't over: The future of leisure

Article • Research on WARC, November 2020

Leisure has had to take a back seat during COVID-19, but even in the midst of a deadly pandemic consumers returned to leisure and hospitality in the summer – albeit cautiously.

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.
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.
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.
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:
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.
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.