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.

Brewers ride LNA wave

News • 14 February 2019

Heineken is the latest brewer to feel the benefits of investment in low and no-alcohol (LNA) beers, which have helped the Dutch giant register its best volume sales performance in a decade.

Aussie luxury market moves online

News • 30 January 2019

Online luxury sales are forecast to grow significantly in Australia, a market where brands have up to now been focused on building a physical presence, thanks in part to the emergence of a younger buyer demographic.

Why Australia’s luxury retail sector is thriving

Article • Brooke Hemphill, Event Reports, Mumbrella Luxury Marketing Summit, December 2018

Australia’s luxury retail sector is thriving, even as mainstream retail brands struggle to maintain growth.

Dynamic asymmetric effects of cross-media exposures over the purchase cycle: In China, TV ads benefit from prior online exposure, but not vice-versa

Article • June Soo Lee and Demetrios Vakratsa, Journal of Advertising Research, Digital First, January 2019

Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.

The behaviours shaping shopping

News • 25 January 2019

Everyone shops – it’s part of the national consciousness – but it’s in a constant state of evolution and research suggests there are three key behaviours set to reshape and refine retail in the coming years.

China's consumers spend more but GDP growth slows

News • 22 January 2019

Spending by consumers in the world’s second-biggest economy was up 6.2% last year, official figures show, but this growth was overshadowed by the slowdown in the country’s GDP figures for the fourth quarter of 2018.

Granularity and scale: why Amazon ads are making an impression

News • 22 January 2019

Amazon’s advertising business offers brands and agencies a degree of insight that is not afforded to rival tech giants and which is “insanely powerful”, according to a VP at a venture capital firm.

The psychology of shopping and the behaviours shaping modern consumerism

Article • John Gillan, WARC Exclusive, January 2019

Shopping is an important part of the national consciousness, but retailers and brand marketers need to think about how they are meeting changing consumer demands and expectations.

The daily commute to work becomes a shopping trip

News • 22 January 2019

UK commuters shopping on their smartphones as they travel to work spend almost £23 billion a year, new research has calculated.

Eight marketer takeaways from CES

Opinion • MediaLink & CES, January 2019

Americans continue to adopt—and spend on— technology in ways that were unimaginable a decade ago. That trend is causing tectonic shifts in media consumption and power.

Buoyant UK mobile shopping defies retail woes

News • 18 January 2019

Consumers in the UK are expected to spend a record £25bn this year ordering goods on their smartphones and tablets, according to a new survey that reinforces the need for retailers to adopt a mobile-first strategy.

Inside Red Bull's behavioural strategy for retail partners

News • 17 January 2019

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

How Red Bull optimises need-state-based retail activations

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

The merging of e-commerce and marketing

News • 08 January 2019

The explosion of e-commerce around the world is changing how consumers shop, with subsequent implications for the way marketing teams work, as e-commerce needs to become an integral part of marketing and sales strategies.

Insights from CMOs: How global brands can adapt to the e-commerce revolution

Article • Greg Paull and Shufen Goh, Admap, January 2019

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

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.