Article
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WARC Best Practice, April 2020
Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.
Article
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WARC Best Practice, March 2020
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
Article
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John Sills, WARC Best Practice, October 2018
Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Article
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Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Article
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Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017
This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.
Article
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Jonathan Earle, WARC Best Practice, February 2017
This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.
Article
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Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
Article
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Jenn Szekely, WARC Best Practice, July 2020
With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.
News
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08 July 2020
The most effective advertising is based on emotions but advertisers can also refine their efforts further to boost awareness and recall – and the peak-end rule applies not just to video ads, as a recent study shows, but to the wider consumer ...
Article
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Carlos Matriano, WARC Exclusive, July 2020
PHD’s Carlos Matriano outlines key developments in Southeast Asia’s e-commerce landscape that will inform brand strategy beyond COVID-19.
Article
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Katie Anderson & Casie Cook, WARC COVID-19 Series, July 2020
Considers a model for brand growth that elevates Purpose, Innovation and Experience as the three key pillars of brand value beyond communications.
Opinion
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Simon Dale, July 2020
Adobe's Simon Dale outlines some key areas of focus for F&B marketers as Singapore continues its staged re-opening after Circuit Breaker measures.
Article
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Dennis Potgraven, WARC Trends, June 2020
Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.
News
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29 June 2020
GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.
Opinion
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Jack McLaren, June 2020
COVID-19 is having a dramatic impact on e-commerce – accelerating uptake, shifting buyer types, changing attitudes to spending and distorting previous consumer journey dynamics.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
News
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24 June 2020
Marketers seeking to thrive in the e-commerce arena should get back to basics, consider online retail platforms as media destinations, and ensure they do not place too much emphasis on performance marketing.
Opinion
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Greg Revelle, June 2020
Greg Revelle is Chief Marketing Officer of Kohl’s, a major US retailer with 1100 stores in 49 states.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.
News
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19 June 2020
Despite being one of the hardest hit industries, the hospitality sector remains positive in its outlook, anticipating recovery to begin as early as Q4 of this year.
News
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18 June 2020
While more and more aspects of the lockdown are being eased, it’s clear that in-person brand activations and experiences aren’t returning to normal any time soon and that creative new solutions are required as new regulations define social ...
Article
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Charlotte Lo, WARC Exclusive, June 2020
As COVID-19 upends the customer experience, brands need to think beyond short term fixes, according to research by BBH London.
Article
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Madhurya Alankaar, WARC Best Practice, June 2020
Geometry Encompass’ Madhurya Alankaar outlines a framework for brands looking to venture into India’s emerging e-commerce space as more consumers adopt online shopping thanks to COVID-19.
