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These two slides are from our in-depth social media research into the UK supermarket brands. For the full report contact [email protected]
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1
Other conversations
Customer service experiences
Loyalty cards
Range of goods
Quality of goods in store
Online shopping experiences
Marketing & PR activity
Prices and offers
Shopping experience
18%
4%
5%
5%
5%
6%
12%
21%
24%
Themes of Conversation by Percentage of All Social Media Content
* Grocery retailers = based on all mentions of Tesco, Asda, Sainsbury’s, Morrisons and Waitrose within social media.
** The colour of each bar reflects the broad sentiment of conversations within each theme Data to 11th March 2012
*** Including discussions about Petrol prices
Series1
BalancedNegativePositiveNeutral
With a high proportion of conversations about grocery retailers
happening on social media, and a tendency for consumers to
report their experiences, we analysed content to understand the
key topics of conversation for the top 4 grocery retailers plus
Waitrose.
Shopping experiences remain a prominent topic and an
overall indicator of the quality of the experience.
Prices are the second most important topic, and customers
have a strong focus on special deals which are expected in
addition to offering EDLP. Deals are a key way to increase share
of voice within social media and also play a role to reinforce
customer perceptions of being the cheapest, with Asda currently
leading on this.
Experiences of both online and offline service are absolutely
key to monitor and address. Negative experiences of service
are the main source of frustration for customers. It seems that by
raising their complaints through social media, customers hope
that their voice will be heard by retailers and that they will work
to address these issues.
What are the Key Topics of Conversation about Grocery Retailers?
2
Best For New
Happy To Help
Quality You Can Trust
Always Available
Every Day Low Prices
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Customer Pledges in All Social Media Conversations About Asda by Sen-timent
Positive Negative Neutral
Percentage of All Social Media Conversations
Are Asda’s customer pledges delivered through store experiences?
With a high proportion of conversations about
grocery retailers happening on Twitter content, and
a tendency for consumers to report their
experiences as they shop, or immediately
afterwards via social media, we analysed content to
see whether Asda’s pledges were reflected.
What we found by looking at conversation content
around these pledges is that not only they were
discussed in almost half of all the conversations
mentioning Asda but also attracted positive
sentiment. It therefore appears that Asda’s pledges
are being delivered effectively through the in-store
experience.
Happy to help is the one with the lowest positive
sentiment but the other pledges are positively
demonstrated through social media conversations.
Being able to track whether the key elements of the
customer experience are delivered in real time, can
help gain early warnings of any changes in
performance, and indicate opportunities for
improvement.