Article
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WARC Best Practice, June 2020
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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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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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.
Article
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WARC Best Practice, August 2020
A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
News
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03 August 2020
New research from Google and the Behavioural Architects seeks to understand the complexities of the purchase decision process at a time when e-commerce is erupting as a result of COVID-19 – here’s what you need to know.
Article
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Anna Hamill, WARC Exclusive, July 2020
Starbucks, the global coffee chain, is adapting to new consumer expectations and buying behaviours as it navigates the on-going COVID-19 pandemic.
Article
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Ken Roberts, WARC Best Practice, July 2020
Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.
News
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27 July 2020
While COVID-19 induced lockdown restrictions forced an online-first shift on consumers’ shopping habits and their interactions with brands, the preference for in-store retail remains.
Article
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Vytautas Dikcius, Sigitas Urbonavicius, Vilmante Pakalniskiene, and Indre Pikturniene, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 449-467
The article concentrates on the delineation between children's participation and children's influence in a family purchasing process.
News
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24 July 2020
While the ongoing pandemic has hit the retail industry hard, new research from Rakuten Advertising suggests a clear lack of intent to curb spending during peak shopping periods.
Article
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Mukta Lad, Event Reports, MMA webinar, July 2020
India’s Zeotap and Swiggy share their insights from leveraging technology and data to cultivate customer intelligence for better marketing.
News
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21 July 2020
Shopping for this year’s holiday season is set to begin earlier than normal, with many consumers also likely to focus on early promotions and register lower spending than usual, according to predictions from Meredith, the media firm.
News
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20 July 2020
Brands will need to adopt a more localised and age-segmented approach to marketing rather than relying on homogenous, macro trends in order to account for the unevenly distributed cognitive and behavioural effects of the pandemic.
Article
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Win Ee Chun and Dr Gemma Calvert, WARC Trends, July 2020
In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.
Article
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Walmart, the retailer, is leveraging strategic media partnerships as it seeks to serve consumers during the COVID-19 pandemic.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in retail.
Article
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Manik Godhwani, WARC Exclusive, July 2020
Marlin Brands’ Manik Godhwani shares some of the key lessons learnt in the company’s pandemic-driven dive into e-commerce during Australia’s lockdown phase.
News
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13 July 2020
The economic recovery from the impact of COVID-19 in the UK will be underscored by a divide between cautious consumers and those who want to compensate for lost time, new research shows.
News
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10 July 2020
The e-commerce landscape across Southeast Asia has had to adapt rapidly to the impact of COVID-19 and “digital availability” will be essential to future marketing strategies, an agency expert believes.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the FMCG category.
