Shopper insight

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The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

Four ways consumers’ relationships with brands have changed in the last year

Article • Leslie Wood, WARC Exclusive, February 2021

This article explores the impact the COVID-19 pandemic has had on CPG shopping behavior.

Managing consumer demand in a recession – and the need for value

Article • Andrew Mitchell, WARC Exclusive, February 2021

Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.

Reactivating luxury consumers in China with new value propositions

Article • Jenny Chan, WARC Exclusive, February 2021

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

In cash-strapped times brands should build value, not discount prices

Article • Nigel Hollis, WARC Exclusive, February 2021

The COVID pandemic and recession have caused huge changes in consumer behavior around the world.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

The changing role of loyalty post COVID-19 and the end of the cookie

Article • Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

Digital brand experiences: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, January 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI and covering consumer purchase behaviours, their expectations of brands and the experiences they provide.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.

Nearly half of consumers tried a new store last year

Data • Rob Clapp, WARC Data Points, January 2021

An overview of consumers shopping at a new store throughout the coronavirus (COVID-19) outbreak in 2020.

Everything you need to know about shoppable video

Article • Rayhan Perera, WARC Exclusive, January, 2021

An introductory guide to shoppable video media opportunities for brands.

Only the largest Indian FMCG brands grew during COVID-19

Data • Rob Clapp, WARC Data Points, January 2021

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

Decoding decisions: Making sense of the messy middle

Article • Research on WARC, August 2020

Looks at the mental processes that have been activated by the abundance of the web.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

Vietnamese consumers planning on buying food, drink and fashion for Tết 2021

Data • Rob Clapp, WARC Data Points, January 2021

An overview of planned consumer purchases and purchase journeys in Vietnam for the Tết festival in 2021.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.

Shopping reinvented in home and garden

Article • Euromonitor, Research on WARC, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Strategic themes in services and payments

Article • Euromonitor, Research on WARC, December 2020

The combination of officially mandated shutdowns and radical cutbacks in consumer demand due to COVID-19 is reshaping physical space and the surge in demand for e-commerce is putting pressure on brick-and-mortar operators.

World market for consumer health

Article • Euromonitor, Research on WARC, December 2020

This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Sport England: This Girl Can - Giving judgement the finger (& inspiring millions of women to get active)

Case Study • Vicki Holgate, Laura Pirkis and Matthew Scott, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018, pp. 0-0

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.
The University of Sydney: Dynamic recruitment

Case Study • Gary Peace, WARC Awards, Shortlisted, Effective Innovation, 2018, pp. 0-0

The University of Sydney, the Australian education institution, used programmatic and personalisation to increase postgraduate applications.
Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • Euro Effies, Gold, 2018, pp. 0-0

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.
Five ways to target university students

Article • Matthew Carlton, Event Reports, YMS18, March 2018

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.
Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

Research Paper • Antje Cockrill and Isobel Parsonage, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 401-413

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.
Helping a new generation find where they belong in the British Army

Case Study • Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018, pp. 0-0

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.