Shopper insight

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Mapping customer journeys gives businesses a better view of the ecosystem from inside their organisation and helps them understand how customers experience their brand.

What we know about luxury shoppers

Article • WARC Best Practice, July 2018

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, June 2018

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Understanding brand consideration

Article • Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

What we know about omnichannel shoppers

Article • WARC Best Practice, January 2018

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

How to map the customer journey

Article • Nick Siantonas, WARC Best Practice, August 2017

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

What we know about luxury brands

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about luxury brand advertising.

How to optimise the path to purchase

Article • Toni Keskinen, WARC Best Practice, June 2016

This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.

Glaxosmithkline: Toothpaste For Gums

Case Study • European Association of Communications Agencies, Silver, 2018

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Black Friday on course to be bigger than ever

News • 12 October 2018

Although it is only mid-October, retailers on both sides of the Atlantic will be preparing for the Black Friday shopping event, encouraged by a new report that suggests consumers plan to spend even more than in previous years.

32Red: How marketing communications fuelled an online casino's hot streak

Case Study • Gerry Murray, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

32Red, a multi-product gambling business, was able to grow its business and achieve its targets by improving the efficacy of its TV and search channels.

How Lidl grew a lot

Case Study • Justin Clouder, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

Data offers challenges and opportunities: Aditya Birla

Article • Anil Thakraney, Event Reports, MMA Forum India, September 2018

Data scientists could overtake brand managers in India’s new era of marketing, according to a senior executive at Indian mega-conglomerate, Aditya Birla.

Maltesers: Saying the unsaid

Case Study • Elly Fenlon and Emily Harlock, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky

Case Study • Ed Kurland, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

How Vodafone Ireland used emotion over the long-term to build brand value and resist commodification

Case Study • Hayley Sivner, Fiona Keyte and Colleen Savage, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Rediscovering the power of Covonia

Case Study • Gemma Atkinson-Brown, Anna Donaghey and Edd Southerden, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Covonia, a British brand of adult-only cough remedies, broke with convention to save the brand while on a small budget and short on time.

Why British Land explored the semiotics of luxury

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.

The sophisticated customer journey of new migrants to Australia

Article • Brooke Hemphill, Event Reports, Advertising Week APAC, August 2018

New migrants to Australia are breaking common stereotypes with sophisticated customer journeys and purchasing behaviours.

WARC Webinar Wednesday: Purchase journeys and the 'Loyalty Loop'

Article • Jonathan Dodd and Matt Robins, WARC Webinars, October 2018

Jonathan Dodd, CSO at Geometry, and Matt Robins, EMEA planning director at Geometry Intelligence, examine the purchase journeys of first time purchasers and repeat purchasers.

Lincoln's Enhanced Build & Price Experience

Case Study • MMA Smarties, Bronze, North America, 2018

Lincoln, a luxury car brand, redesigned its online pricing tool to increase leads in Lincoln dealerships.

Uniqlo: Hijacking the largest shopping festival in the world

Case Study • MMA Smarties, Silver, Global, 2018

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

Big Bazaar: Smart Search

Case Study • MMA Smarties, Gold, Global, 2018

Retail chain Big Baazar drove traffic to its stores in India through an online-to-offline strategy that leveraged Google Search.

How power states and others’ statuses influence status consumption: The role of signaling effectiveness

Article • Xiaotong Jin, Wei Xu and Yan Wang, International Journal of Market Research, Vol. 60, No. 5, 2018, pp. 531-546

This research aims to examine how power states and others' statuses interact to influence status consumption.

Lidl: The Basket That Grew Up To Be A Trolley

Case Study • Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2018

Lidl, a value supermarket, increased the number of trips its shoppers in Ireland made by introducing a high impact campaign on digital, TV, OOH and press.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Understanding brand consideration

Article • Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
What we know about consumer decision making

Article • WARC Best Practice, August 2017

This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
How to map the customer journey

Article • Nick Siantonas, WARC Best Practice, August 2017

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.