precise social media research into uk supermarket category

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.