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Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

John Lewis/Waitrose & Partners: The boy and the piano

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

John Lewis, a department store, delivered one of the brand's most successful launches with its Christmas ad based on the real-life story of Elton John in the UK.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

Canadian Tire: We Do New

Rankings • WARC Media 100, 2021

Mass retailer Canadian Tire differentiated itself from its competitors by tapping into innovation and offering Dragon’s Den entrepreneurs life-changing distribution deals.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

John Lewis & Partners: An amazing decade

Rankings • WARC Effective 100, 2021

John Lewis, a department store, released a series of Christmas-themed ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

The fates of Debenhams and Arcadia show the need for flexibility

Opinion • Jane Bloomfield, December 2020

Non-essential shops are open again in England today, but the outlook is grim for some big names. Kantar’s Jane Bloomfield says it’s time for a fundamental rethink of business strategies.

Canadian Tire Retail: We Do New

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

Mass retailer Canadian Tire tapped into the spirit of entrepreneurship to boost sales in Canada and prove it could be first to offer the new products consumers were seeking.

‘An amazing decade’ for John Lewis makes it IPA Gold

Opinion • Lucy Aitken, October 2020

The incredibly consistent and highly effective journey over ten Christmas campaigns makes the John Lewis Gold-winning IPA Effectiveness paper a must-read, writes WARC’s Lucy Aitken.

John Lewis: An amazing decade

Case Study • IPA (UK), Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

COVID-19 conversations: Greg Revelle, Chief Marketing Officer of Kohl’s

Opinion • 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.

Top UK retailers to see £5.4bn sales boost as Amazon overtakes Sainsbury's

Data • Rob Clapp, WARC Data Points, June 2020

An overview of UK retailer sales forecast for 2020 before and after the novel coronavirus (COVID-19) outbreak.

Marks & Spencer: How Plant Kitchen has helped plant-based eating go mainstream

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2020

Marks & Spencer, a supermarket chain, launched its range of plant-based food, Plant Kitchen, in the UK with blue themed packaging that celebrates the power of plants.

US, Department stores Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the department stores sector in the United States since 2007.

Almacenes Éxito: Wednesday without VAT - The day a national strike became a promo

Rankings • WARC Effective 100, 2020

Almacenes Éxito, a retailer, increased sales and purchase frequency by siding with consumers to protest rising taxes in Colombia.

Understanding food habits and motivations using chatbots

News • 10 March 2020

South African retailer Woolworths used a chatbot on Facebook to create a persona-driven alternative to traditional food diary-based research, revealing deeper insights by boosting engagement and data quality.

Babyshop: Al Umobuwah – Putting 'Mum' Into 'Parenthood'

Rankings • WARC Media 100, 2020

Babyshop, a children’s retailer, challenged deep-rooted conventions and drove brand love among mothers in the Middle East by creating a new Arabic word for parenthood.

YouGov Ad of the Month – UK: Marks & Spencer

Opinion • BrandIndex, March 2020

During February, high street fashion retailer Marks & Spencer achieved the highest uplift in Ad Awareness of any brand in the UK.

How a chatbot delivers deep insights on food for Woolworths

Article • Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020

Woolworths, the South African retailer, used a bot to conduct qual research on its customers’ food habits and motivations revealing insights that have adapted its comms and NPD.

John Lewis & Partners: The Boy and The Piano

Rankings • WARC Creative 100, 2020

John Lewis & Partners, a department store company, launched a Christmas ad in the UK featuring the story of Elton John and his piano to coincide with the success of the film Rocketman.

Myer: Naughty or Nice Bauble

Rankings • WARC Creative 100, 2020

Myer, an Australian department store, launched a connected bauble that told parents whether their children were naughty or nice to increase sales in its stores across Australia during the Christmas period.

John Lewis Partnership: Bohemian Rhapsody

Rankings • WARC Creative 100, 2020

John Lewis Partnership, the partnership of John Lewis & Partners and Waitrose & Partners, delivered positive engagement in the UK by creating a school production of the Queen song Bohemian Rhapsody.

Almacenes Éxito: Wednesdays Without VAT

Case Study • WARC Cases, 2018

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

Marks & Spencer: Bra Fit Challenge

Case Study • MMA Smarties, Gold, India, 2020

Marks & Spencer, a multinational retailer, increased sales of its lingerie in India by challenging women to visit stores and guess their bra size correctly to win free vouchers.

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.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
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.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.