Shopper insight

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Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

The role of emotion in human decision-making: Implications for brand success

Research Paper • Manuel Garcia-Garcia, Ph.D., ARF Experiential Learning, November 2020

Looks at how emotions have great influence on multiple cognitive processes and the role of emotion in decision making as a crucial and complex task that involves several elements.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

Lockdown subscribers boost long-term customer retention

News • 26 November 2020

More than a third of UK consumers signed up to a new subscription service during lockdown and the majority are likely to continue with them in the future, new research indicates.

Retailers cut back on choice to combat 'decision paralysis'

News • 25 November 2020

For years the mantra in retail, online and off, has been “the more consumer choice, the better”, but the aim of trying to please everyone and adding endless variety can have unintended consequences that negatively impact the brand.

O2: Data-driven search delivers for iPhone 11 launch

Case Study • Emily Rose Cole, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.

Sport Chek: Leveraging the Love… and the Hate

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2020

Sport Chek, one of Canada's leading sports retailers, took understanding consumer behaviour to a new level to create sales opportunities and break through in an extremely competitive market.

Anecdotal evidence for CX/UX: When listening to small data in India gave a double digit million$ win worldwide to Amazon

Research Paper • Neha Arora and Sonia Pall, ESOMAR Conference papers, APAC, 2020

Amazon, the online retailer, used semi-structured interviews to identify pain points in its customers' experience in India which helped it develop a new UI design, rolled out across all marketplaces.

Measuring the pre-purchase and purchase behaviour of both online and offline mobile phone buyers

Research Paper • Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia, ESOMAR Conference papers, APAC, 2020

Google, a technology company, and Nielsen, an information, data and market management firm, partnered to develop a means of better understanding how consumers in India research and buy mobile phones.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

Loyalty programmes play central role in Singapore consumer considerations

News • 18 November 2020

Loyalty programmes have become central in the bid to attract and retain Singapore’s customers in both the immediate and longer-term, according to a new report by payments software firm FIS.

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.

Clothing, gifts and food to be focus of festive season in Philippines

Data • Rob Clapp, WARC Data Points, November 2020

An overview of spending plans for the festive season in 2020 in the Philippines.

A third of consumers are buying more based on healthy and hygienic packaging

Data • Rob Clapp, WARC Data Points, November 2020

An overview of consumers paying more attention to health and hygienic packaging in their post-COVID purchases.

Lifestyles in Amazon: Evidence from online reviews enhanced recommender system

Research Paper • Yinghui Huang, Hui Liu, Weiqing Li, Zichao Wang, Xiangen Hu, and Weijun Wang, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 689-706

Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.

Welcome to the Sh*t Show: How brands can win the most unpredictable Q4 ever

Article • Cat Eagan, WARC Exclusive, November, 2020

This paper examines consumer sentiment and ways brands can and should help consumers feel 10% better during these uncertain times to win favor and long-term loyalty.

All media has an omnichannel impact

News • 11 November 2020

Offline advertising channels drive online sales, and vice versa, and a new study reports that businesses embracing an omnichannel marketing strategy can increase ROI by 32% in comparison to those that do not.

Clothes and gifts to be the focus of Black Friday

Data • Rob Clapp, WARC Data Points, November 2020

An overview of Black Friday shoppers in the UK and US.

Higher income Chinese consumers most likely to cut festive holiday spend

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in China this festive holiday season.

Wahaha targets China’s health boom, livestreaming and Gen Z’s ‘tribes’

Opinion • Jenny Chan, November 2020

Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.

Aussie shopping preferences survive pandemic but online migration gathers pace

News • 10 November 2020

The Aussie consumer is shown to be something of an outlier when it comes to wanting to get back to the in-store experience, new research reveals.

UK recovery stalls, but online retailers get another boost

News • 10 November 2020

A second national lockdown in England will compound the economic effects already being seen from regional lockdowns, as new research suggests consumers may spend £9 billion less than last year in the run-up to Christmas 2020.

Prized insights: The power of strategic thinking in Asia

Article • Ed Pank, Siew Ting Foo and Anamika Sirohi, WARC Webinars, November 2020

Following the launch of the 2020 WARC Prize for Asian Strategy report, this webinar takes a deep-dive into the trends and insights from the winning campaigns and explore the future of strategic thinking in Asia.

Engage Indian consumers via apps for Diwali and beyond

News • 06 November 2020

As India prepares for Diwali, the five-day festival of lights, a new report has said that social media apps are a huge opportunity for brands to engage with consumers whose shopping behaviour has been affected by COVID-19 for most of this year.

What we know about e-commerce and social commerce

Article • WARC Best Practice, August 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 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.
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 long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
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.