Mapping customer journeys gives businesses a better view of the ecosystem from inside their organisation and helps them understand how customers experience their brand.
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WARC Best Practice, November 2018
Provides marketers with information and guidance about luxury brand advertising.
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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.
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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.
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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.
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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.
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WARC Best Practice, January 2018
This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
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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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Research on WARC, January 2019
China remains the world’s largest contributor of new ad dollars despite rapid consumerisation, though its advertising intensity has trended down to a prospective 0.67% GDP in 2019.
News
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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.
News
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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.
Article
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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.
Article
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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.
News
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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.
Article
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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.
News
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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.
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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.
News
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22 January 2019
UK commuters shopping on their smartphones as they travel to work spend almost £23 billion a year, new research has calculated.
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Peter Petermann, WPP Atticus Awards, Highly commended, 2018
To successfully navigate these new ecosystems in the path to purchase, brands in China need to update their communications planning approach to capture the whole customer journey.
Opinion
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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.
Research Paper
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Stephane Roger, WPP Atticus Awards, Highly commended, 2018
Findings from the fourth edition of the Kantar Worldpanel e-commerce report, an international company dealing in consumer knowledge and insights, confirm that online grocery remains the hottest topic in FMCG retail.
Article
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Tom Pattinson, WPP Atticus Awards, Merit, 2018
Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.
News
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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.
News
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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.
Article
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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.
