Shopper insight

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Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

Whiskas

Case Study • MMA Smarties, Bronze, MENA, 2020

Whiskas, a cat food brand, launched an interactive mobile campaign to gather data about consumers in the UAE.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

The brand strategists’ toolkit #19: Service Blueprints, Customer Journeys and Brand Experience Mapping

Article • Nick Liddell , WARC Best Practice, June 2021

This article looks at service blueprints, customer journeys and brand experience mapping.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Paypal: A little data-driven empathy

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Online payments company, PayPal, inspired usage and drove awareness of its products with its Little Wins campaign in the UK.

Mastercard: Astronomical Sales

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Payments technology provider, Mastercard, brought its priceless proposition to life with a promotion centred around a rare solar eclipse in the UAE.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Article • Deridian Nurhalim, WARC Trends, June, 2021

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

Capturing heterogeneous decision making processes: the case with the E-book reader market

Research Paper • Dongnyok Shim, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 216-235

Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages.

APAC is winning at e-commerce: Here’s how brands and retailers can win too

Article • Low Lai Chow, Event Reports, eTail Asia Virtual Summit, May 2021

APAC countries like China and Korea are shaping e-commerce trends, with consumers pivoting online more quickly than the rest of the world as the pandemic fast-tracks their initiation into digital.

Exploring the rise of ‘Lockhome Syndrome’ and its impact on shopping behaviours

Opinion • Dan Calladine, May 2021

Brands are developing tools and content designed to reach people spending more time at home, writes Dan Calladine.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

53% of APAC consumers say in-store product discovery is easier

Data • Rob Clapp, WARC Data Points, May 2021

An overview of consumer opinion in Asia Pacific on brand/product discovery and understanding product quality when shopping online.

81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points, May 2021

An overview of online and offline purchase journeys across 17 different markets.

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, May 2021

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.

Largest FMCG brands saw quickest growth last year

Data • Rob Clapp, WARC Data Points, May 2021

An overview of FMCG brand growth in 2020.

To level up in 'new retail' in China, focus on the fundamentals

Article • Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies, WARC Trends, May 2021

NYU’s Bryce Whitwam introduces the fundamentals of New Retail, which integrates online and offline into a single customer experience by using technology and data to improve the overall customer experience.

Emerging Stronger - Building Brands in a Transformed World

Article • GroupM, Research on WARC, March, 2021

This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.

Half of Singaporeans avoiding 'buy now, pay later' services

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the use of 'buy now, pay later' services in Singapore.

Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

Search strategies for customer retention on e-commerce platforms

Article • Danny Silverman, WARC Exclusive, May 2021

With around half of product searches starting on Amazon, brands need savvy paid search strategies to capture potential customers and keep them coming back.

Key questions for customer relationships in a post-Covid world

Article • Martin Hayward, WARC Exclusive, May 2021

After an extraordinary period of enforced distancing between brands and their customers, the next year marks a challenging period for brand owners to re-establish relationships and relevance.

Emerging consumer behaviours reshape retention in Asia

Article • Greg Paull, WARC Exclusive, May 2021

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

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

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
What we know about consumer decision making

Article • WARC Best Practice, December 2020

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.