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Look, no heels! Retail considerations for the post-pandemic era

Article • Brian Carruthers, Event Reports, Retail Connected virtual conference, April 2021

Sets out the context in which retail marketers will have to work in the short-term and identifies trends and themes they will need to address.

WARC Talks 360: Rethinking brand for the rise of digital commerce

Article • WARC Webinars, July 2021

A series of webinars that explores the insights from WARC's whitepaper to help marketers plan the most effective approach to communications as they move into digital commerce.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Why ‘full-funnel’ is the future of digital commerce platforms

Opinion • Ian Ho, July 2021

As part of WARC’s series on ‘Rethinking brand for the rise of digital commerce’, Shopee’s Ian Ho explains how commerce and entertainment are combining in Southeast Asia, and what that means for advertising formats.

Restrictions, routines and recommendations as consumers and brands right-size their behaviour

Article • Nathan Lawson, WARC Exclusive, July 2021

COVID-19 has fundamentally altered consumer mobility and psychology.

Nestle’s post-pandemic focus: Agility, engagement, and DCO

Article • Robert Heeg, Event Reports, IAB Interact, May 2021

Tina Beuchler, Global Head of Media & Agency Operations, Nestlé on the challenges and opportunities in a changed world.

How should travel brands market to the post-COVID consumer?

Opinion • Steven Seghers, June 2021

Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.

Succeeding in trying times: Behind PayPal’s and Scania’s DMA Awards-winning work

Opinion • Chiara Manco, June 2021

Through a deep dive into two 2020 DMA Awards winners, WARC’s Chiara Manco looks at how challenging times can be the breeding ground for creative and effective work.

How compliance audits can create better post-pandemic client–agency relationships

Article • Christine Moore, WARC Exclusive, June 2021

Based on interviews with 100 North American procurement and sourcing leaders, this article examines how the client–agency relationship is shifting post-pandemic.

OMD: Navigating the pandemic signals H1 2021

Article • OMD, Research on WARC, June 2021

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

The Hankins Hexagon: A new practical model for the path to purchase

Article • James Hankins, WARC Exclusive, June 2021

This paper explains the concept of the Hankins Hexagon, a new model for explaining and optimising the path to purchase.

E-commerce and the case for investing in brand building

Article • Mudit Jaju, WARC Exclusive, June 2021

A comprehensive study across 13 countries and 21 categories by Wavemaker looks at how and why people buy, and explores the role brand investment plays in today’s e-commerce-first world.

Brand in action: How Bencross introduced home improvement to China

Opinion • WARC, June 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.

What we know about marketing to Generation Z

Article • WARC Best Practice, June 2021

Provides guidance for brands on connecting with Generation Z.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

Western media and celebrities: Do they influence SEA consumers’ purchasing behaviour?

Article • Deridian Nurhalim, WARC Trends, June, 2021

Hollywood celebrities and Western media appear to shape Southeast Asia’s online interest in products and iPrice Group’s Deridian Nurhalim says this is especially evident in two countries – Singapore and the Philippines.

Capturing heterogeneous decision making processes: the case with the E-book reader market

Research Paper • Dongnyok Shim, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 216-235

Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

53% of APAC consumers say in-store product discovery is easier

Data • Rob Clapp, WARC Data Points, May 2021

An overview of consumer opinion in Asia Pacific on brand/product discovery and understanding product quality when shopping online.

81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points, May 2021

An overview of online and offline purchase journeys across 17 different markets.

Largest FMCG brands saw quickest growth last year

Data • Rob Clapp, WARC Data Points, May 2021

An overview of FMCG brand growth in 2020.

Half of Singaporeans avoiding 'buy now, pay later' services

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the use of 'buy now, pay later' services in Singapore.

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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
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.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
What we know about consumer decision making

Article • WARC Best Practice, December 2020

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.