Advertising best practice, evidence and insights

Article • Malcom White, WARC Exclusive, April 2020

Convenience retail is a major growth engine in the retail sector, despite the competition of larger experience-oriented retail formats.

Shell: Retail T3

Rankings • WARC Media 100, 2020

Shell, the oil and gas company, increased visits to its petrol stations in Malaysia by optimising its digital display ads with location data.

Shell Go+

Case Study • Data and Marketing Association, Bronze, 2019

Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.

Retail experience and evolving media investment: Petco’s CMO Tariq Hassan

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Circle K: Get What You Dream

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Circle K, a convenience store company, launched in-store promotions and mobile gaming ads that offered instant prizes to increase relevance and sales among millennials and Gen Z in Vietnam.

Petco: Holiday Tails

Case Study • ARF Ogilvy Awards, Bronze, 2019

Petco, a pet care brand, encouraged US shoppers to shop in its stores over the holiday season by launching an emotive film that celebrates the power of giving.

Indian e-commerce taps kirana stores

News • 10 September 2019

India’s kirana stores are now the focus of e-commerce giants, with Fipkart announcing it has “onboarded” almost 27,000 shops in 700 cities as part of its product delivery process.

Loyalty schemes aren't enough for S Africa's drivers

News • 19 August 2019

South Africa’s service stations drive brand loyalty through reward schemes but an increasingly important role is played by the branded grocery retailer that also occupies their premises.

One Stop

Case Study • Design Business Association, Bronze, 2019

One Stop, a convenience store operator, redesigned its packaging in the UK with a new colour palette and photography to promote its association with freshness and quality food.

7-Eleven Taiwan: Rhythm of Love Wall

Case Study • AME Awards, Platinum, 2019

7-Eleven, the international convenience store chain, increased charitable donations in Taiwan by challenging the assumption that giving small amounts is stingy.

7-ELEVEN: Rhythm of Love Wall

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Other Digital Solutions, 2018

7-ELEVEN, a chain of convenience stores, encouraged Taiwanese consumers to make in-store donations towards its fundraising efforts by creating a donation box that clapped whenever a contribution was made.

Japan develops completely unstaffed convenience stores

News • 15 February 2019

Entirely unstaffed convenience stores have become a realistic possibility in Japan after the country’s Ministry of Economy, Trade and Industry (METI) announced the success of a pilot project that involved many of Japan’s leading ...

The New Retail Playing Fields

Article • Kantar Consulting, London, WPP Atticus Awards, Winner, 2018

Established go-to-market strategies face growing challenges in 2018, ranging from digitally engaged shoppers to discounters, from Amazon to Aldi.

Centra: Redeveloping Convenience Retailing

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2018

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

Shell Select: Celebrating 125 years of Shell with Boey water2go

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Shell Select: Refreshing Moments

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

7-Eleven: Dreamworks KouKou

Case Study • Dragons of Asia, Best Brand Loyalty Campaign, Gold, Dragons of Malaysia, 2018

7-Eleven, the convenience store, stayed relevant with its target audience in Malaysia by launching two social media competitions.

7-Eleven: Slurpee Count & Win

Case Study • Dragons of Asia, Best Brand Loyalty Campaign, Gold, Dragons of Malaysia, 2018

7-Eleven, the convenience store, used a competition to drive awareness of its Slurpee product among consumers in Malaysia.

7-Eleven Thailand adopts facial recognition tech

News • 19 March 2018

BANGKOK: Convenience store 7-Eleven is rolling out artificial intelligence technology, including facial recognition, across all its 11,000 stores in Thailand in a move described as “unique in scope” because of how frequently consumers ...

Canadian Tire: Tested

Case Study • Institute of Communication Agencies, Gold, CASSIES, 2018

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Mac's Convenience Stores: Frosterize Your Face on Snapchat

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Mac’s Convenience Stores, the Canadian store chain, developed branded Snapchat filters to engage young Canadians with its Mac’s Froster ice cold drink product.

Future shopping and retail trends in Thailand

Article • Mike Anthony, Research on WARC, January 2018

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

How 7-Eleven Philippines is taking e-commerce mass market

Article • Anna Hamill, WARC Exclusive, November 2017

7-Eleven Philippines is pioneering a new business model to take e-commerce to the Philippines mass market – potentially 90 million people - via its 2100 stores nationwide.

7-Eleven Malaysia: tokidoki loyalty campaign

Case Study • Dragons of Asia, Black Dragon, 2017

To increase footfall to its outlets in Malaysia, convenience store 7-Eleven launched a campaign on social media, positioning itself as a brand close to the youth.

7-Eleven Malaysia: You Pledge, We Plant!

Case Study • Dragons of Asia, Bronze, Dragons of Malaysia, 2017

Convenience store 7-Eleven raised top-of-mind awareness with young consumers in Malaysia through a campaign against climate change.