Retail & e-commerce

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Nearly 10% of online shopping traffic now comes from social media

Data • Rob Clapp, WARC Data Points, September 2021

An overview of social media traffic to digital commerce sites.

What we know about direct-to-consumer brands

Article • WARC Best Practice, September 2021

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Data • WARC Data, September 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Third party cookies: Taking the first party leap with second party marketplaces

Opinion • Farhan Khan, September 2021

Brainchild Communications’ Farhan Khan explains how his media agency is steering advertisers towards growing digital sophistication before the death of the third party cookie in 2023.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

Checkout errors: Why they deserve more of the APAC marketer's attention

Opinion • Jon Stona, September 2021

Stripe’s Jon Stona says the checkout process in e-commerce may seem like a small detail but its effect – in combination with other processes – can be significant for customer experience.

A brand’s guide to innovating and surviving in the e-commerce world

Article • Sangeeta Tanwar, Event Reports, adtech Direct-to-consumer (D2C) and E-commerce conference, July 2021

As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.

Digital commerce adspend rises 55% as costs increase

Data • Rob Clapp, WARC Data Points, September 2021

An overview of retail media advertising spend, clicks and cost-per-click.

Brand and content: How Unilever keeps its focus on the consumer

Article • eTail, WARC Exclusive, September 2021

Unilever’s global e-commerce director of health and wellbeing Anusha Babbar shares how the consumer goods giant approaches brand equity, meaningful content, customer experience and e-commerce issues.

Brand in action: How Bencross introduced home improvement to China

Opinion • WARC, August 2021

Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.

Brand in action: How BuffX turned candy into its X factor

Opinion • WARC, August 2021

BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.

Addressing pain points when implementing a holistic DTC strategy

Opinion • Scott Rigby, August 2021

Adobe’s Scott Rigby lists the various factors that organisations must consider when launching a DTC e-commerce strategy.

The new rules of search

Article • Matt Dailey, WARC Best Practice, August 2021

Advice on how marketers can adapt search strategies in the post-pandemic era.

What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.

Retail media networks: How they allow brand marketers to bounce back from the pandemic

Opinion • Vivek Kumar, August 2021

FairPrice Group’s Vivek Kumar says retail media networks bring brands closer to the customer online and their rapid rise as an advertising channel is because their impact has become easier to measure.

Grow your digital dollar: How to market commerce that performs

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

At its core, performance marketing exists to identify a targeted group of consumers and encourage them to generate a response to help sell, cross-sell and up-sell more products.

Why India’s D2C brands are thriving in the post-pandemic era

Article • Sangeeta Tanwar, Event Reports, adtech: Direct-to-consumer (D2C) and e-commerce conference.

Aspirational consumers and rising consumption are just two of the trends driving the growth of India’s direct-to-consumer (D2C) segment.

The rural ways of buying: An opportunity to reimagine digital

Article • Shraddha Ganesh, WARC Exclusive, Spotlight India, August 2021

India’s rich and distinct cultures lead to diverse behaviours, with each having a direct impact on consumption patterns and Stratedgy’s Shraddha Ganesh asks why there is a homogeneous purchase process for a vastly heterogeneous market, especially with increased access to online avenues to purchase.

Brand in action: How Parle Agro plans marketing strategy to keep rural India in mind

Opinion • WARC, August 2021

Despite the rural market being extremely difficult to cater to effectively, Nadia Chauhan, joint managing director & CMO of Parle Agro, tells WARC how the beverage company leverages technology and its superior product/price point to give the company an edge.

After COVID: How to realise the potential of rural markets

Article • Sunny Vohra, Aparna Tandon and Pallavi Patil, WARC Exclusive, Spotlight India, August 2021

Anugrah Madison’s Sunny Vohra, Aparna Tandon and Pallavi Patil look at the many opportunities that India’s rural market presents for brands and marketers.

No magic bullet: Rural marketing in a post-COVID world

Article • Anand Murty, WARC Exclusive, Spotlight India, August 2021

With rural India more confident about the future, DDB Mudra’s Anand Murty says rural consumer sentiment is leading the charge post-second wave.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.