Shopper insight

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What we know about luxury brands

Article • WARC Best Practice, November 2018

Provides marketers with information and guidance about luxury brand advertising.

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.

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.

Southern India more open to FMCG experimentation

News • 18 April 2019

India’s five southern states account for almost a quarter of all FMCG sales and their shopping habits differ in several ways from the rest of the country, research shows.

In the age of Brexit, brands pick a side

News • 18 April 2019

Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...

Gen Z, seniors and the affluent: Three Asian consumer segments to watch

Article • Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019

Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.

Has Amazon Met its Match? FMCG has proven to be one of the few areas that they cannot make a profit in

Research Paper • Amishi Takalkar and Luke Orphanides, ESOMAR, Latin America, 2019

NAILBITER Inc, a market researcher, created a videometric platform that uses videos of shoppers at the point of purchase to uncover insights into shopper behaviour.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

Breaking the Walls Between Traditional and Digital Marketing: Challenging how marketing as we know it drives brand sales andROI

Research Paper • Caio Daier, Rebecca Azevedo, Emiliano Mosca and Liliana Antunes, ESOMAR, Latin America, 2019

Facebook, a social networking service, created various advertising sales experiments in Latin America between 2017 and 2018 to explain how different marketing practices generate brand sales.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Shortlisted, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

Jo Malone: Effective Innovation for Jo Malone London

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London (JML) ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

Reinventing Asia’s retail stores of the future

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

Euromonitor International, the market research company, sets out its view of the future of physical retail in Asia.

Molson Coors uses DTC for consumer insight

News • 02 April 2019

US brewer Molson Coors is the latest brand to launch a direct-to-consumer service, shipping beer direct to customers’ homes via two new e-commerce platforms.

Mobile commerce and Asia’s millennials: a match made in retail heaven

Article • Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019

Millennials in Asia are an important market for mobile commerce, with yet more potential for retailers to tap into.

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

Drunk shopping: an online retail goldmine?

News • 28 March 2019

DUI is a criminal offence, SUI merely results in criminally bad purchases, but few people who shop while drunk regret their buys, according to a new survey which has estimated the value of this market at $48bn a year in the US.

The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Article • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Digital First, March 2019

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

Online and offline conversations require different marketing strategies

Article • Research on WARC, March 2019

Summarises findings from a paper published in the MIT Sloan Management Review journal on deriving value from conversations about your brand.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

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.
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.
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.
Expedia research reveals global travel trends

Article • Brooke Hemphill, Event Reports, Mumbrella Asia Travel Marketing Summit, April 2018

Expedia research conducted mid 2017 has revealed that different nationalities have different travel behaviours when it comes to budget, length of stay, choosing a destination or accommodation.
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.
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.