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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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Research Paper
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Supriya Chabria, Research on WARC, Ipsos Views
Subscription services have been around for many generations, but in the last decade this business model with its recurring nature, has taken on new applications across categories including apparel, food, personal care, pet care, toys and more.
Case Study
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Tahaab Rais, Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2019
Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.
News
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08 July 2019
A significant proportion of British shoppers are anticipating supply problems as a consequence of October’s slated date for Brexit, while retailers are warning an autumn exit would hit them at the busiest time of the year.
News
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05 July 2019
Burgers, hotdogs and beer remain classic American staples during Fourth of July celebrations, yet there is growing evidence that many US consumers are opting for plant-based food, low alcohol drinks and other alternatives.
News
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03 July 2019
Shoppers’ attention and discretionary spending are being pulled in multiple directions, meaning retail strategy has to evolve, according to new research into shopping habits in Singapore and Australia.
Article
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Andy Wardlaw, Admap, July 2019
This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.
Opinion
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John Kenny, July 2019
The world famous, Nobel prize winning, behavioral economist, Daniel Kahneman has spent years reviewing and leading the whole literature on happiness research.
Article
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Joanna Parman, Admap, July 2019
For brands that get it right, there’s a big opportunity not only to drive sales growth in increasingly competitive markets, but also to differentiate their product portfolio.
News
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26 June 2019
Consumers’ willingness to switch brands is on the rise globally, according to a new study – and consumers in Asia Pacific top the list for disloyalty.
News
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20 June 2019
Chinese consumers may be falling out of love with Korean beauty products, as local brands and Japanese products make in-roads into the sector.
News
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19 June 2019
Gamification is a well-accepted essential of marketing to Chinese millennials, but this is no longer restricted to the online environment, as a visit to the gaming arcades in the nation’s malls will attest.
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.
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.
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.
