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Retail

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retail marketing

Social media can create retail sales – with the right marketing

How marketers can move from using social media as a branding channel towards exploiting the full range of new ad formats and 'buy now' buttons to generate sales.

What’s working in home improvement retail

Article • WARC Category Intelligence, August 2018

Global strategies, campaign updates and trends in the home improvement retail category.

Womenswear in Western Europe

Article • Euromonitor Strategy Briefings, April 2018

A regional overview of womenswear in Western Europe, with an analysis of key companies and brands and forecast projections for the future of the category.

What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.

What's working in department stores

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the department stores sector.

Slower growth 'inevitable' for China's luxury sector

News • 21 March 2019

China’s luxury market recorded growth of 20% in 2018 for the second year in a row, according to Bain & Company’s latest survey of the market, but a slowdown is now inevitable.

KFC: Rain or shine, KFC sells

Case Study • Case Studies on WARC, 2017

Fast-food brand KFC recovered from a drop in revenue by using weather data to inform its daily media mix model in Malaysia.

Aldi: Fresh Prints

Rankings • WARC Media 100, 2019

Aldi, the global supermarket chain, launched a newspaper print campaign in Spain that highlighted the freshness of its fruit and vegetable product range.

KFC: Turning KFC Into Gamers Playground

Rankings • WARC Media 100, 2019

Quick-service restaurant brand KFC collaborated with a ghost-hunting game to appeal to a young audience and increase restaurant traffic and sales in China.

KFC: Rain Or Shine – KFC Sells

Rankings • WARC Media 100, 2019

KFC, the fast food company, used analysis of sales and weather to improve its media effectiveness in Malaysia.

McDonald's: Drive-Thruck

Rankings • WARC Media 100, 2019

McDonald's, the fast food chain, used a ‘drive-thru truck’ to reinforce its message of convenience in Brazil.

Argos: 80 Days of Argos

Rankings • WARC Media 100, 2019

Argos, the retailer, used a series of short video ads to promote its same-day delivery service in the UK.

Uniqlo: Hijacking the Largest Shopping Festival in the World

Rankings • WARC Media 100, 2019

UNIQLO, the global clothing brand, drove foot traffic to its stores in China on Singles' Day through the combination of online and offline purchase data.

La Sirena: The day women left the set

Rankings • WARC Media 100, 2019

La Sirena, a retailer in the Dominican Republic, worked with TV channels and celebrities to promote gender equality.

McDonald's: BiteCoins

Rankings • WARC Media 100, 2019

Fast-food restaurant McDonald's created its own cryptocurrency, which clients could exchange for real products in its Brazil stores.

Tesco: Food Love Stories

Rankings • WARC Media 100, 2019

Tesco, the British supermarket chain, used storytelling to persuade people that it cared about the quality of the food it sold, and was not ‘too big to care’.

Wingstop: 4/20 High-Atus

Rankings • WARC Media 100, 2019

Wingstop, a restaurant chain, created a highly visual campaign to appeal to cannabis users in the US.

DDL&CO: Evita, the equality bill

Rankings • WARC Media 100, 2019

DDL&CO, a food retailer, used an International Women’s Day campaign to raise awareness of Argentina’s gender pay gap.

Uniqlo: Win Over China Gifting Season

Rankings • WARC Media 100, 2019

Uniqlo, the clothing retailer, used a mobile campaign and vouchers to increase sales for gifts in China.

Allocating spending on digital-video advertising: A longitudinal analysis across digital and television

Research Paper • Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 14-26

Companies have been increasing their investments in digital-video advertising at the expense of television advertising.

How Parachute landed in the middle of the direct-brand revolution

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

KFC: Brand Integrated

Rankings • WARC Creative 100, 2019

KFC, the fast-food giant, increased sales in the US through an integrated campaign that placed Colonel Sanders at its centre.

Frequency capping on Amazon

Article • Patrick Miller and Sandy Welsch, Admap, March 2019

Provides marketers with some guidelines on what they need to know about frequency capping when advertising on Amazon.

Lidl: How Lidl Grew A Lot

Rankings • WARC Effective 100, 2019

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales through its four-year UK #LidlSurprises campaign.

Aldi: Kevin the Carrot 2016 and 2017: How Aldi UK won Christmas with the help of a humble carrot

Rankings • WARC Effective 100, 2019

Aldi, a value supermarket chain, developed a communications strategy that made them the fastest-growing supermarket chain in the UK at Christmas in 2016 and 2017.

Uniqlo: Hijacking the Largest Shopping Festival in the World

Rankings • WARC Effective 100, 2019

UNIQLO, the global clothing brand, drove foot traffic to its stores in China on Singles' Day through the combination of online and offline purchase data.

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.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.
McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Grand Prix, Effective Social Strategy, and Path-to-Purchase Special Award, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.