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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

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

Case Study

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.

Case Study

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.

Case Study

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.

Case Study

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

Case Study

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.

Case Study

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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Article

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.

Article

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

Article

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.

Article

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.

Article

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.

Article

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.

Article

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. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  2. Article

    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. Article

    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. Article

    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. Article

    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. Article

    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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