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Home Index Industry sectors Retail

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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Ikea Switzerland: Karasek

Case Study • Cannes Creative Lions, Entrant, 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, Entrant, 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.
How Currys PC World found its voice at Christmas

Case Study • Cannes Creative Lions, Entrant, 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.
John Lewis: Man on the Moon

Case Study • Cannes Creative Lions, Silver, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.
Intermarché: Sugar Detox

Case Study • Cannes Creative Lions, Entrant, 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.
Target creates first ever live music video with Gwen Stefani

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

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.
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What we know about e-commerce and social commerce Recommended

Article • WARC Best Practice, July 2017

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
How location-based marketing is driving footfall at Marks & Spencer

Article • Brian Carruthers, Event Reports, MMA London Forum, June 2017

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.
Apparel and footwear global industry overview Recommended

Article • Euromonitor Strategy Briefings, June 2017

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.
Carrefour SA (Retail)

Article • Euromonitor Profiles, May 2017

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.
Seven & I Holdings Co, Ltd (Retail)

Article • Euromonitor Profiles, May 2017

This Company Profile from Euromonitor provides key details and analysis of Seven & I Holdings Co, Ltd, the owner of brands such as 7-Eleven and Ito-Yokado.
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.
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  1. The new consumerism and its impact on food forms

    Article • Euromonitor Strategy Briefings, November 2016

    This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.
  2. 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.
  3. 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.
  4. 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.
  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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Americas

Eva Kasten
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Asia Pacific

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Eva Kasten

EMEA

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