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Retail

Retail is a major advertising sector, covering marketing investment by companies such as department stores, supermarkets and food retailers. The retail sector is evolving rapidly due to the rise of online and mobile shopping. As a result, retailers with strong online offers or loyalty schemes are now highly data-driven. Marketing investment by retailers often spikes around key shopping occasions, such as Christmas or major holidays.

Key Reading

Important papers from across the Warc database

E-commerce, digital technology and changing shopping preferences
Findings from a global Nielsen survey into grocery shopping habits. The survey suggests ways to understand how digital technology is changing the retail landscape.
Marketing retail: the omnichannel challenge
A focus on marketing retail, digitisation and the transition to omnichannel.
How one retailer mixes shopping and entertainment
Why Macy's is embracing a range of new channels and media partnerships to engage shoppers.
Traditional retailer, new technique
How Walmart, the retail giant, is drawing on the start-up driven idea of "growth hacking".

In-depth

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Bou Khalil Supermarché: The Good Note

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.
Intermarché: Sugar Detox

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.
How Currys PC World found its voice at Christmas

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.
Ikea Switzerland: Karasek

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.
Intersport: The Ad That Ran

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how Intersport, a sports retailer, successfully launched its new running collection by enticing Czech consumers to run and share their routes in order to win growing discounts in-store.
CVS Health: Last Pack

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.
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How Argos is modernising for the now generation Video

Article • Lucy Aitken, WARC Exclusive, May 2017

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.
KFC's hi-tech makeover targets China's millennials

Article • Anna Hamill, Event Reports, Advertising Week Asia, May/June 2017

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.
Global luxury goods overview Recommended

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
Inter IKEA Systems BV (Retail)

Article • Euromonitor Profiles, March 2017

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the retail market.
Aldi Group (Retail)

Article • Euromonitor Profiles, March 2017

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.
Vacation Buyers: Examining their digital behaviors and purchase journeys

Article • Research on WARC, GlobalWebIndex, Q3 2016

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.
Infographic: Vacation buyers' online habits

Article • Admap, March 2017, pp. 8-8

This article summarises some of the key findings into the digital behaviours and purchase journeys of vacation buyers, presented in infographic format.
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  1. The future 100: Trends and change to watch in 2017

    Article • Research on WARC, J. Walter Thompson Intelligence, December 2016

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.
  2. E-commerce in 2017: How brands are going direct-to-consumer

    Article • WARC Trends, Toolkit 2017

    This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
  3. The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

    Article • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

    This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
  4. John Lewis: Monty's Christmas

    Article • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2016

    This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.
  5. The growing sophistication of online shopping

    Article • Euromonitor Strategy Briefings, April 2016

    This report analyses the evolution of online shopping, covering changes in pricing, consumer trust, personalisation and how popular marketplaces are serving their regions' needs.
  6. Global luxury goods trends report

    Article • Euromonitor Strategy Briefings, April 2016

    This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.
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Eva Kasten

Americas

Eva Kasten
+1 202 778 0680
americas@warc.com

Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com

Eva Kasten

EMEA

Eva Kasten
+1 202 778 0680
americas@warc.com