Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance about luxury brand advertising.
Article
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WARC Best Practice, June 2019
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.
Article
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WARC Best Practice, May 2019
Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
Article
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WARC Best Practice, May 2019
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.
Article
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Alex Zhu, WARC Best Practice, June 2018
Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Article
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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.
Article
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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.
Article
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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.
News
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16 August 2019
Companies will need to think outside the brand box to win over the hearts and wallets of China’s young luxury shoppers, according to a new report by McKinsey.
News
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14 August 2019
Fast-growing, young and with significant buying power, the Latinx community is increasingly defining what it means to be American, a new report suggests – and brands need to understand how to influence them on the path to purchase.
News
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12 August 2019
Frictionless commerce is on the rise but what remains important for retailers is “to look at what triggers the customer to buy, and how they actually buy it”, said Anke Zeller, vice president of group strategy for payment solutions ...
Article
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Low Lai Chow, Event Reports, Retail Asia Conference, May 2019
According to The Economist Intelligence Unit (EIU), retail trends in Asia are set to shift amidst the backdrop of a potential global trade war remains the top concern for the global economy this year.
Article
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Low Lai Chow, Event Reports, Retail Asia Conference, May 2019
Insights from Wirecard’s Digital Payments Landscape in Hong Kong and International Holiday Shopping Report reveal a disparity between payment options and payment preferences.
Article
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Low Lai Chow, Event Reports, Retail Asia Conference, May 2019
Alibaba’s Hema, a grocery supermarket chain that represents a ‘new retail’ model blends offline and online elements together with much success.
Article
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David G.W Birch, Admap, August 2019
Looks at cashless developments around the world and what this means for consumers' privacy.
Article
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Admap, August 2019
A summary of new thinking and best practice on the future of payments from Admap.
Article
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Tim Mason, Admap, August 2019
Discusses how loyalty schemes have changed in the digital environment and what brands should be doing to maximise customer loyalty both online and in-store.
News
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31 July 2019
Etsy, the e-commerce focused on handmade and vintage items is effectively like an online craft fair in which sellers create personal storefronts.
Case Study
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MIXX Awards, Silver, Direct Response/Lead Generation Campaign, 2019
Renault, the car manufacturer, increased the number of test drives it was conducting in Turkey by partnering with mobile app Getir to make the experience an instant one.
Article
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Low Lai Chow, Event Reports, Retail Asia Conference, May 2019
Zhang Tianbing, Deloitte Asia-Pacific’s consumer product and retail industry lead believes that the future competition that brands will have to fight will be for consumers’ time, not product category or territory dominance.
News
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17 July 2019
Amazon’s site-wide promotion, Prime Day, rewards members with big discounts and publishers from around the internet are capitalising on the affiliate marketing opportunity.
Article
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Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019
Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.
Research Paper
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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Research Paper
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Supriya Chabria, Research on WARC, Ipsos Views
Subscription services have been around for many generations, but in the last decade this business model with its recurring nature, has taken on new applications across categories including apparel, food, personal care, pet care, toys and more.
Case Study
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Tahaab Rais, Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2019
Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.
