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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WARC Best Practice, November 2018
Provides marketers with information and guidance about luxury brand advertising.
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.
Research Paper
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Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Case Study
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Design Business Association, Bronze, 2019
One Stop, a convenience store operator, redesigned its packaging in the UK with a new colour palette and photography to promote its association with freshness and quality food.
Research Paper
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Stefan Scheuffelen, Jan Kemper, and Malte Brettel, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 142-157
This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research.
News
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07 June 2019
More consumers are buying online than ever before, and they are also more likely to buy from the same store when they make an online purchase, a new global report has revealed.
News
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06 June 2019
Indian businesses are more often seen tapping the popularity of cricketers than taking marketing lessons from them, but a top Aditya Birla executive believes they can learn from how top players approach the game.
Article
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Anil Thakraney, Event Reports, Consumer Insights & Analytics Summit, May 2019
Gathering online and offline insights in a balanced way is crucial to brand growth, according to Fortune 500 India company Aditya Burla Group.
News
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31 May 2019
It is estimated that millennials account for two-thirds of all luxury spending in China and, in a development that will concern global brands, there are signs that these younger consumers are increasingly open to homegrown alternatives.
Article
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Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019
Coca-Cola, the beverages company, sought to better connect with senior shoppers by delving into their shopping behaviours and product preferences.
News
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28 May 2019
Recommerce, or the buying and selling of used and previously owned goods, may be in its infancy in China compared to the West, but there is growing evidence that Chinese consumers, especially younger shoppers, are embracing the trend.
News
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27 May 2019
Renaming its 41 shopping centres across Australia and New Zealand “living centres” is part of a radical rethink by Westfield, which has shifted its customer focus to include shoppers as well as tenants.
Article
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Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019
Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.
News
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15 May 2019
As e-commerce continues to boom, so too does the ongoing problem – and expense – of returns, estimated to be costing sellers around £60bn a year globally.
Article
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Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019
Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.
Case Study
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SABRE Awards, North America, Corporate Media Relations, Gold, 2019
Target, a retailer, secured growth over its competitors in the US by investing in its owned brands.
Article
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WARC Evidence, May 2019
Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.
News
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29 April 2019
Received opinion maintains that Gen Z shoppers are so digitally savvy that they shun in-store shopping, but that is a misconception and retailers stand to benefit if they adapt to meet the expectations of these young consumers.
News
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29 April 2019
Consumers in Asia-Pacific are more inclined to buy local brands than they were four years ago, yet they continue to have a global outlook with 85% believing that global brands have the power to make the world a better place.
