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Consumers prefer online to in-store for product discovery

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of consumer preference for online and in-store product discovery.

From discovery to purchase: The role of community commerce

Article • WARC Exclusive, October 2021

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.

What brands need to know about shopping on TikTok and the discovery commerce boom

Article • Ed Cox, WARC Best Practice, October 2021

Advice for marketers using TikTok as a platform for e-commerce.

India’s festive season 2021: Winning strategies for brands

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

India has one of the longest festive seasons in the world and consumer confidence is at an all-time high as the country emerges from COVID-19, with shoppers planning to spend more during this year’s festive period.

The impact of the creator economy on the next generation

Article • Nick Richardson, WARC Exclusive, October 2021

This article explores children and teenagers’ changing media habits, and why they are embracing the creator economy as consumers and participants.

From research to discovery: How Google has seen digital shopping mature during the pandemic

Article • Sam Peña-Taylor, Event Reports, World Retail Congress London Summit, September 2021

Google’s ongoing research into pandemic retail habits shows what was unique to lockdown and which behaviours are here to stay.

Pop to shop: Where culture meets commerce

Article • Jasmine Wong , WARC Exclusive, Spotlight SEA, September 2021

Initiative’s Jasmine Wong looks at how the convergence of shopping opportunities with cultural inspiration has accelerated and is set to impact marketing.

What’s next for social commerce in the Philippines?

Article • Jean Arboleda and RJ Paculan, WARC Exclusive, Spotlight SEA, September 2021

TBWA\SMP’s Jean Arboleda and RJ Paculan analyse how the pandemic has created new social media opportunities for brands to make a sale and connect with consumers.

What’s next for Singapore’s marketers as social commerce grows

Article • Aniket Basu, WARC Exclusive, Spotlight SEA, September 2021

Amid the increasing use of social platforms to buy and sell products and services, Essence’s Aniket Basu examines the opportunities across social commerce platforms in Singapore.

Talking shop: What’s next for Southeast Asia’s marketers as social commerce grows?

Opinion • Gabey Goh, September 2021

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at the social commerce opportunity in the region and what’s next for brands that want to take the conversation with consumers further.

Social commerce: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, September 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

The art of storyselling: Social commerce in Thailand

Article • Raveena Udasi Mathew, WARC Exclusive, Spotlight SEA, September 2021

OMD Thailand’s Raveena Udasi Mathew looks at how to reignite the art of storytelling in this modern age of data-driven marketing and e-commerce.

Consumers have more positive experience when shopping online

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of customer experiences when shopping online and in-store.

A festival to remember: How India will celebrate this year

Opinion • Dheeraj Sinha, September 2021

Ahead of the festive season in India, Leo Burnett’s Dheeraj Sinha looks at the seven ways that brands and startups, marketers and consumers are expected to celebrate it.

Why brands need to think local post-pandemic

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

The isolation and disconnection many people initially felt during pandemic lockdowns is being replaced by a new enthusiasm for their immediate locale.

Even though COVID is still here, CPG shopping behavior is normalizing

Article • Leslie Wood, WARC Exclusive, Spotlight US, September 2021

Examines regional and national changes in spending and shopping behavior over the course of the pandemic in the consumer packaged goods category.

The 2021 US grocery shopper has adapted by embracing hybrid buying habits

Article • Barbara Connors, WARC Exclusive, Spotlight US, September 2021

Looks at changes in grocery shopping habits among US consumers as the COVID-19 pandemic stretches on.

The US bread-baking fad is over, but other COVID-induced consumer behaviors remain

Opinion • Cathy Taylor, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, introduces the latest installment in WARC’s Spotlight US series, which offers insight into US consumer behavior during an uncertain year shaped by COVID-19 and economic challenges.

Analyzing proprietary, private label, and non-brands in fresh produce purchases

Research Paper • Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, and Svetlana Bogomolova, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 597-619

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands.

Gaming gives retailers another chance – but they need to act on it

Opinion • Simon Hathaway, September 2021

Outform’s Simon Hathaway shares some of the findings and implications from a recent study into gaming, gamers’ habits, and what it means for brands.

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.

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.

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.

From DIY to DIFM: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, August 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI.

From DIY to DIFM: How Australia’s retail brands can serve opposing preferences as consumer demand shifts

Opinion • Gabey Goh, August 2021

In this edition of Spotlight Australia, WARC Asia Editor Gabey Goh looks at how the COVID-19 pandemic is impacting consumer behaviours in Australia, with the shift from DIY to DIFM (do it for me), and even DIWM (do it with me).

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.
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.
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.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

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.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

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