Shopper insight

Article • WARC Best Practice, November 2018

Provides marketers with information and guidance about luxury brand advertising.

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.

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.

Georgia-Pacific analyzes shopper habits from the bathroom to the center store

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Georgia-Pacific, the paper products company, has tapped the power of shopper information to gain an in-depth understanding of consumers.

Christmas LIVE – Aldi shoppers’ journey to Christmas

Research Paper • MRS Awards, Winner, MRS Award for Applications of Research

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Bauer Media, Dennis Publishing, Haymarket Media Group and Immediate Media: The Priming Effect – How advertising intensifies motoring magazines’ impact on buying behaviour

Research Paper • MRS Awards, Winner, MRS Award for New Consumer Insights

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

‘Our House’: Using TV & Excitement to Bring the Customer Closer to ASDA

Article • MRS Awards, Winner, MRS/AURA Award for Insight Management

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Centra: Redeveloping Convenience Retailing

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

Baileys Real Treats: Unlocking mental associations to enter a new category

Research Paper • MRS Awards, Finalist, MRS Award for New Consumer Insights

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Méliuz: Engaging app's users through a location-based strategy

Case Study • MMA Smarties, Finalist, LATAM, 2018

Méliuz, a cashback platform, created push notifications for mobile users in its affiliate supermarkets, offering them the best cashback deals to encourage engagements with its mobile app in Brazil.

Cacau Show: Waze & Cacau Show

Case Study • MMA Smarties, Silver, LATAM, 2018

Cacau Show, a chocolate manufacturer, partnered with navigation app Waze to drive brand awareness and engagement during the Christmas period in Brazil.

IKEA: Using the power of "chat" to uncover consumer needs around the world

Research Paper • MRS Awards, Finalist, MRS Award for International Research

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Five trends for consumer wellness in 2019

Article • Laura Hill, Admap, December 2018

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.

Asian retailers lack focus on shopper experience

News • 29 November 2018

As shoppers across Asia increasingly prefer to buy online, brick-and-mortar retailers have yet to fully capitalise on their particular strengths according to a new report.

Black Friday morphs into Cyber Monday

News • 27 November 2018

Stores on both sides of the Atlantic experienced a decline in footfall on Black Friday at the same time as e-commerce sales rocketed, according to a variety of sources.

How global fashion brands get it wrong in China

News • 21 November 2018

Low-cost clothing is huge business in China, but international mass-market brands haven’t been able to gain a foothold in this vast market because they’ve read it wrong.

Who cares about Black Friday?

News • 20 November 2018

Black Friday has become a thing for marketers and media in the UK, but new research suggests that consumers are less bothered by the hype surrounding the imported shopping festival.

Amazon opens consumer data to UK publishers

News • 20 November 2018

UK publishers will be able to take advantage of Amazon’s wealth of shopper data after the introduction of two new tools by the e-commerce giant.

How Redmart delivered in online fresh produce

News • 20 November 2018

Redmart, Singapore’s leading online grocery service, has improved its performance in the fresh produce category through consumer-led research and technology.