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.
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.
News
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03 July 2020
Lockdowns across India and Southeast Asia have had a marked impact on consumption patterns at Puma, says the sportswear brand’s regional general manager.
Article
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Dennis Potgraven, WARC Trends, June 2020
Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.
Opinion
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Jack McLaren, June 2020
COVID-19 is having a dramatic impact on e-commerce – accelerating uptake, shifting buyer types, changing attitudes to spending and distorting previous consumer journey dynamics.
News
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25 June 2020
The e-commerce sector in India has recovered more than 90% of its pre-lockdown volume, according to SaaS e-commerce platform Unicommerce.
News
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24 June 2020
Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.
Article
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Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Digital First, June 2020
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.
Article
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Low Lai Chow, Event Reports, Sitecore virtual summit, June 2020
The APAC region will continue to lead in adoption and use of digital and mobile channels for purchases, long after COVID-19 lockdown measures are lifted.
Article
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Stephen Whiteside, WARC Exclusive, June 2020
How consumers make purchases could permanently change following the COVID-19 pandemic, a shift that will require marketers to reconsider this stage of the buying process.
Article
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Charlotte Lo, WARC Exclusive, June 2020
As COVID-19 upends the customer experience, brands need to think beyond short term fixes, according to research by BBH London.
Article
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Madhurya Alankaar, WARC Best Practice, June 2020
Geometry Encompass’ Madhurya Alankaar outlines a framework for brands looking to venture into India’s emerging e-commerce space as more consumers adopt online shopping thanks to COVID-19.
News
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16 June 2020
The lockdowns caused by the coronavirus pandemic, along with the extended closure of bricks and mortar stores, have dramatically accelerated the move to online shopping in the beauty sector, says L’Oréal’s chief digital officer.
News
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11 June 2020
Data-crunching by e-commerce giant JD.com offers new insight into lasting, post-COVID consumer trends following its huge 618 Grand Promotion – the biggest mid-year shopping festival in China – along with online shopping behaviours for the first ...
Opinion
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Cathy Taylor, June 2020
From its humble beginnings as a single restaurant, McDonald’s has become one of the world's leading food service brands with more than 36,000 restaurants in over 100 countries.
