News
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08 January 2021
If 2020 taught us anything, it was to be flexible.
News
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21 December 2020
Specsavers, the British optician and audiologist increased sales by using first-party data yielded from its online appointment-booking tool to prompt patients overdue for an eye test, reducing empty appointment slots and growing sales.
News
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10 December 2020
Research suggests that the jolt of the pandemic has nudged clients into taking more ambitious bets in creative and strategic fields.
Research Paper
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MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020
City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.
Article
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Nick Liddell, WARC Exclusive, December 2020
Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.
Article
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Jenn Szekely, WARC Exclusive, November 2020
This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.
News
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23 November 2020
Telecoms giants have benefited massively since March, and none more than Giffgaff, the mobile virtual network operator, which emerged as the fourth best performing business across all sectors under lockdown in an Opportunity Index devised by Yonder.
Article
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Manfred Abraham, WARC Exclusive, November, 2020
A ranking of brands by customer experience during COVID-19.
Research Paper
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Gustavo Imhof and Phil Klaus, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 673-688
Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.
Research Paper
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Kamilia Bahia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 758-779
Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings.
Research Paper
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Xin Zhao, Na Fu, Susan Taylor, and Patrick C Flood, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 707-724
This study aims to extend our understanding of the customer-service team relationship from a new angle, that is, the customer psychological contract.
News
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04 November 2020
Delta Air Lines, the air carrier, has been able to draw on its enduring brand values of empathy and humanity as it serves those passengers who continue to fly in the midst of the COVID-19 pandemic.
News
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27 October 2020
We’re going to see more marketing messages in our inboxes, along with more texts and push notifications from brands next year than ever before, according to Forrester Research.
Research Paper
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Andrea Maldonado, Natalia Carrasco, Catalina Bonnet and Hector Navarrete, ESOMAR Conference papers, Latin America, 2020
Entel, a telecommunications brand, explored how to devise a personality for its chatbot, which would both align with the brand's image and meet customers' expectations in Chile.
Article
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Jenny Chan, WARC Exclusive, April 2020
The COVID-19 pandemic has had a tremendous impact on retail brands.
News
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01 October 2020
After being hit hard by a pandemic-induced decline in sales, supply chain and logistics issues, e-commerce businesses in Hong Kong are confident about a quick rebound, according to a new study by PayPal.
News
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02 September 2020
J.
Article
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Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020
Forrester, the research firm, surveyed consumers in various Asian markets to understand their financial needs and attitudes towards brands in this sector.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.
Article
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Mukta Lad, WARC Exclusive, August 2020
A Mobile Marketing Association (MMA) webinar focused on how modern marketing needs to be agile, customer-centric and tech-enabled.
Article
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Caleb H. Tse, WARC Exclusive, August 2020
Research shows that consumers care whether they are being offered customer service by a real person or a chatbot.
News
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28 June 2020
GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Opinion
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Greg Revelle, June 2020
Greg Revelle is Chief Marketing Officer of Kohl’s, a major US retailer with 1100 stores in 49 states. He is a member of the ANA’s Global Leadership Coalition on COVID-19, in partnership with WARC and Cannes Lions. He talks to Catharine P. Taylor, US Commissioning Editor at WARC, about its COVID-19 media mix, adapting creative production to map quickening changes in consumer trends, and other issues during this unusual time.
Opinion
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David Fallarme, June 2020
Hubspot's David Fallarme outlines how brands can and have leveraged email marketing to engage with consumers actively seeking information, pointing out that not every email has to start with “we know this is a trying time".
