Shopper insight

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What we know about omnichannel shoppers

Article • WARC Best Practice, May 2019

Explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

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

Article • 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.

What we know about luxury brands

Article • WARC Best Practice, November 2018

Provides marketers with information and guidance about luxury brand advertising.

What we know about luxury shoppers

Article • 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.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Understanding brand consideration

Article • 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.

How to map the customer journey

Article • 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.

How to optimise the path to purchase

Article • 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.

How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

Retailers get innovative to battle cost of returns

News • 15 May 2019

As e-commerce continues to boom, so too does the ongoing problem – and expense – of returns, estimated to be costing sellers around £60bn a year globally.

Barclays takes an asset-led approach to data

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.

Target's Turnaround

Case Study • SABRE Awards, North America, Corporate Media Relations, Gold, 2019

Target, a retailer, secured growth over its competitors in the US by investing in its owned brands.

How important is brand loyalty?

Article • WARC Evidence, May 2019

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.

APAC consumers are positive about global brands

News • 29 April 2019

Consumers in Asia-Pacific are more inclined to buy local brands than they were four years ago, yet they continue to have a global outlook with 85% believing that global brands have the power to make the world a better place.

Imaginative retailers can win over Gen Z shoppers

News • 29 April 2019

Received opinion maintains that Gen Z shoppers are so digitally savvy that they shun in-store shopping, but that is a misconception and retailers stand to benefit if they adapt to meet the expectations of these young consumers.

In the age of Brexit, brands pick a side

News • 18 April 2019

Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...

Southern India more open to FMCG experimentation

News • 18 April 2019

India’s five southern states account for almost a quarter of all FMCG sales and their shopping habits differ in several ways from the rest of the country, research shows.

China's only children: a powerful new consumer group?

News • 15 April 2019

Since the enactment of China’s one-child policy in the late 1970s, nearly 180 million only children have been born.

Gen Z, seniors and the affluent: Three Asian consumer segments to watch

Article • Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019

Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

Has Amazon Met its Match? FMCG has proven to be one of the few areas that they cannot make a profit in

Research Paper • Amishi Takalkar and Luke Orphanides, ESOMAR, Latin America, 2019

NAILBITER Inc, a market researcher, created a videometric platform that uses videos of shoppers at the point of purchase to uncover insights into shopper behaviour.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

Breaking the Walls Between Traditional and Digital Marketing: Challenging how marketing as we know it drives brand sales andROI

Research Paper • Caio Daier, Rebecca Azevedo, Emiliano Mosca and Liliana Antunes, ESOMAR, Latin America, 2019

Facebook, a social networking service, created various advertising sales experiments in Latin America between 2017 and 2018 to explain how different marketing practices generate brand sales.

Asia's millennials lead the way in m-commerce

News • 12 April 2019

Asia is leading the way for mobile-based shopping over physical stores, with quite a push from the millennial market, for whom mobile shopping seems to hold special appeal, according to a regional Twitter executive.

China on course for 74,000 coffee shops by 2020

News • 12 April 2019

China’s booming coffee trend shows little sign of waning, as is confirmed by a new survey that suggests the country will host as many as 74,000 coffee outlets by 2020.

What we know about e-commerce and social commerce

Article • 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.
What we know about consumer decision making

Article • WARC Best Practice, December 2018

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.
What we know about luxury shoppers

Article • 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.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
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.