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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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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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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06 January 2020
Discount retailers are more likely to be effective anchor stores in the UK’s high streets and shopping centres than traditional department stores, according to a new analysis that quantifies the effect of opening a Primark store.
News
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03 January 2020
Online channels may be essential to driving future growth in China’s luxury market, especially outside the major cities, but a physical presence in these is still seen as important for overseas brands.
News
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19 December 2019
People prefer free or ad-supported content over ad-free content via a subscription service, according to a research report by programmatic marketing provider MiQ.
Article
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Research on WARC, December 2019
Explores the global trends and key drivers of fast-changing consumer behavior around the world, looking at how consumers are embracing the tangible lifestyle benefits of new apps, devices and IoT-enabled smart homes.
News
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17 December 2019
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
Article
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Research on WARC, November 2019
This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.
News
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10 December 2019
The use of digital payments is no longer restricted to young, tech-smart consumers, but increasingly reflects the attitudes and functional needs of shoppers across generations, a study by McKinsey has found.
News
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09 December 2019
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Research by McKinsey, the management consultancy, covering digital payments has found that consumer habits are evolving over time.
Article
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June Soo Lee and Demetrios Vakratsa, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 455-465
Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.
Article
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Chris Pearce, WARC Exclusive, December 2019
Consumers are embracing online commerce in record numbers, and brands need to optimise their online path to purchase in response.
Article
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Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Article
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Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
Article
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Mark Bowling, Admap, December 2019
Singles Day is the world’s single-largest e-commerce shopping event.
News
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03 December 2019
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.
