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Power of Connection: an omnichannel touchpoint approach for retail

Opinion • Nicola Niesl, December 2020

In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.

Marketers brace for changes in consumers’ shopping habits this Christmas

News • 09 December 2020

Big shifts in the way people plan to shop this festive season are leaving UK marketers fearful they are not ready to react and respond.

Cadbury: Out of The Box

Case Study • Kurush Dastur, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Cadbury Celebrations, the confectionary brand, used in-store augmented reality to surpass its Diwali sales target in India.

Aussie shopping preferences survive pandemic but online migration gathers pace

News • 10 November 2020

The Aussie consumer is shown to be something of an outlier when it comes to wanting to get back to the in-store experience, new research reveals.

Alibaba boosts New Retail strategy with Sun Art acquisition

News • 19 October 2020

Chinese e-commerce giant Alibaba is deepening its involvement in physical retailing by taking a controlling share in the country’s largest hypermarket network, Sun Art.

Christmas will be more important than ever for UK consumers

News • 11 October 2020

After enduring almost seven months of restrictions imposed to combat COVID-19, with little sign they will be eased as we head into winter, British consumers seem determined to make the most of this year’s Christmas shopping season.

Decathlon surfs fitness wave

News • 07 October 2020

The trend towards health and fitness and the robustness of at least some parts of physical retail is confirmed in new figures from the UK arm of French sports and leisure retailer Decathlon.

Dr Martens taps behavioural science for store design

News • 01 October 2020

A direct relationship with customers is core to British shoe manufacturer Dr Martens’ strategy, as much through its website as through its network of stores, which the brand has worked to enhance through shopper behaviour research.

How Dr Martens designs for shopper behaviour

Article • Sam Peña-Taylor, Event Reports, MRS Behavioural Science Summit, September 2020

The iconic British shoe brand brought behavioural principles into its store design using research from across the world.

Majestic and Naked: why loyalty matters in wine

News • 17 August 2020

Wine matters – Covid made that point abundantly clear – and for the now separate wine retailers, physical stalwart Majestic, and online DTC pioneer Naked, that fact has meant divergent strategies working well in the same category.

Nestlé: Nutrition Cart

Case Study • Mona Hassanie, Catherine Asseily, WARC Prize for MENA Strategy, Entrant, 2020

The Nestlé for Healthier Kids global initiative repurposed children's shopping carts in Carrefour supermarkets to deliver a healthy eating message in the United Arab Emirates.

Digital channels lead way for Asian effectiveness

Data • Zoe McCready, WARC Data Points, June 2020

An overview of the lead media used by Asian campaigns in the Effective 100.

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

Article • WARC Best Practice, June 2020

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.

TV budgets cut at quicker rate than influencers

Data • Rob Clapp, WARC Data Points, May 2020

An overview of changes in media and marketing budgets by channel and region during the novel coronavirus (COVID-19) outbreak.

How Walgreens reached out to cancer patients who needed beauty advice

Article • Geoffrey Precourt, Event Reports, TMRE Digital Week webinar, April 2020

Walgreens, the pharmacy retailer, used its “Feel More Like You” campaign to meet the needs of cancer patients who wanted to look their best.

YPF: The promotion of a change

Case Study • WARC Cases, 2018

Argentinian energy company YPF successfully communicated its transition to more sustainable practices through a promotion that offered an unusual reward.

McDonald's: #MakeYourChoice

Case Study • ANA, Gold, ANA International ECHO Awards, 2020

McDonald's, a restaurant brand, encouraged Indian youths to vote in the upcoming election by giving non-voters the wrong order to show them they lose the right to choose when they don't vote.

It’s time we recognised the brand-building qualities of shopper activation

Opinion • Callum Saunders, February 2020

The path-to-purchase has become a meaningful canvas for multi-faceted brand activation, argues Callum Saunders, head of planning at brand activation agency Zeal Creative.

'Feel The Colour': MAC Cosmetics reinvents its physical retail experience in China

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2019

MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.

Shopping cues: Conceptualization, scale development, and validation

Research Paper • Sohel Ahmed and Ding Hooi Ting, Int. Journal of Market Research, Vol. 62, No. 1, 2020, pp. 95-112

This article provides a conceptualization that encompasses the essence of shopping cues while offering consistency with the literature on the related construct.

38% of large retailers using IoT for in-store contextualised marketing

Data • Rob Clapp, WARC Data Points, January 2020

An overview of the uses of Internet of Things technology among adopters in the retail and wholesale industry.

AG Barr: Refresh your Ramadan

Case Study • IMC Awards (European), Bronze, Shopper Marketing, 2019

Rubicon, a soft drink brand produced by A.G. Barr, launched targeted social media content before, during and after Ramadan to increase sales among people celebrating in the UK.

Alfasigma: Neoborocillina Gola Junior

Case Study • IMC Awards (European), Silver, Brand Building (Outbound marketing), 2019

NeoBorocillina, a brand of sore throat treatments, promoted its new line of sore throat products aimed at children in Italy by creating videos based on children's imagination.

Nestlé: A Quality Street Christmas

Case Study • IMC Awards (European), Silver, Sponsorship and Shopper Marketing, 2019

Quality Street, a chocolate brand produced by Nestlé, increased sales for its Quality Street tins in the UK at Christmas by launching exclusive in-store activations in Asda, Sainsbury's and Tesco.

Miscarriage Association: Cards of Acknowledgement

Case Study • DMA (UK), Gold, 2019

Miscarriage Association, a charity, created a card for women who have suffered a miscarriage which was featured by various media outlets in the UK.

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

Article • WARC Best Practice, June 2020

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.
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.
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.
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.
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.