POP & in-store

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, May 2019

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

How to use technology effectively in your in-store marketing strategy

Article • Phil Gault, WARC Best Practice, February 2018

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Alibaba’s Hema leads the way with ‘new retail’ format

Article • Low Lai Chow, Event Reports, Retail Asia Conference, May 2019

Alibaba’s Hema, a grocery supermarket chain that represents a ‘new retail’ model blends offline and online elements together with much success.

Centro Cuesta Nacional: Invisible Fish

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tesco, the supermarket chain, incentivised its shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

EE Showcase Store Design

Case Study • Design Business Association, Silver, 2019

EE, a telecommunications brand, rebranded its traditional store layout to increase customer involvement and attract store footfall.

Halifax Flagship, Oxford Street

Case Study • Design Business Association, Bronze, 2019

Halifax, a bank under the Lloyds Banking Group, redesigned its flagship London store to reflect elements of the home, in order to encourage more in-store visits in the UK.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

RITZ Crackers: Top Your RITZ

Case Study • Kayla Ovington, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

RITZ Crackers, the snack brand, worked with three American supermarket chains to increase sales.

In-Store Shopper Analytics: Understanding hair care preferences through visual attention

Research Paper • Mariana Monge and Bárbara Lecaros, ESOMAR, Latin America, 2019

ELVIVE, the haircare brand, analyzed shoppers' behavior during its purchase intention processes to refine its marketing strategy in Peru.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

Trend Snapshot: Walmart, Kroger and the rise of e-commerce media

Article • Alex Brownsell, WARC Trends, April 2019

Examines how Walmart, Kroger and Target are exploring if, like Amazon, they too could exploit the customer data they possess and build an advertising business, with the aim of both increasing basket value and using ads to mitigate revenue losses.

The Future of Engagement is Purchase

Article • Peter Petermann, WPP Atticus Awards, Highly commended, 2018

To successfully navigate these new ecosystems in the path to purchase, brands in China need to update their communications planning approach to capture the whole customer journey.

Cadbury Dairy Milk: Spreading Joy

Case Study • Khadija Amin, Sara Morani, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Cadbury, the confectionery brand, used the idea of giving to increase sales around Eid in Pakistan.

Dettol: Good habits in a bottle

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

Brands benefit from back-of-store displays

News • 03 August 2018

NEW YORK: Brands hoping to drive consumer interest using endcaps, the display space given to products at the ends of a retail aisle, may benefit from focusing on the back of the store, according to a paper in the Journal of Advertising Research ...

Bou Khalil Supermarket: Em Khalil

Case Study • Nicolas Geahchan, Tarek Haddad, Paola Mounla, WARC Prize for MENA Strategy, Bronze, 2018

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

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