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.

GU: Care Label

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.

Customer listening delivers for Dunkin’

News • 14 November 2019

Dunkin’, the quick-service restaurant chain, has made innovations in areas such as its menu selection, and even its coupon strategy, thanks to a focus on customer listening.

Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

Tesco loyalty scheme takes membership route

News • 12 November 2019

Tesco’s launch of Clubcard Plus last week takes the retailer’s long-running loyalty scheme into new territory, being a subscription option, and is the final piece in the turnaround engineered by CEO Dave Lewis.

How sensorial marketing drives in-store sales

Article • Lona Meza, Event Reports, Brainy Bar 9, October 2019

Looks at neuro-research into how sensorial marketing can impact in-store sales.

What brands can learn from Tesco’s turnaround

Article • Brian Carruthers, Event Reports, Festival of Marketing, October 2019

Looks at how supermarket Tesco returned to profit after recording the largest ever loss by a UK retailer (£6.4 billion) in 2014/15.

Winning the grocery growth challenge

Article • Ray Gaul, Anish Mashru and Matthew Botham, WARC Exclusive, October 2019

Grocery and supermarket formats are increasingly challenging for brand growth.

Startups challenge Amazon Go’s cashierless head-start

News • 16 October 2019

Following Amazon’s widely-publicised foray into cashierless stores, a group of startups are now chasing the prize of creating the tech underlying what is believed to be a new phase of convenience retail – but the e-commerce giant will be tough to ...

Georgia-Pacific taps advertising power of e-commerce websites

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

Georgia-Pacific, the manufacturer of brands in categories from toilet paper to plastic utensils, is using retail media in order to reach digital shoppers in the environments where they actually make purchases.

IKEA thinks small

News • 26 September 2019

IKEA, the furniture retailer, is planning more city centre stores and planning studios as its experiment with smaller retail formats has succeeded in attracting consumers and boosting online sales.

Alibaba's Hema offers a blueprint for 'new retail' movement

News • 06 August 2019

While China's online share of retail sales growth continues to rocket from 21% in 2014 to 55% in 2018, the eventual saturation of the mobile market will see retail brands seeking new avenues for growth.

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.

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.

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.

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.

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.

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.