These two slides are from our in-depth social media research into the UK supermarket brands. For the full report contact dan.miles@precise.co.uk

1. What are the Key Topics of Conversation about Grocery Retailers?
Themes of Conversation by Percentage of All Social Media Content
 With a high proportion of conversations about grocery retailers
happening on social media, and a tendency for consumers to
Shopping experience 24% report their experiences, we analysed content to understand the
key topics of conversation for the top 4 grocery retailers plus
Prices and offers 21%
Waitrose.
Marketing & PR  Shopping experiences remain a prominent topic and an
12%
activity overall indicator of the quality of the experience.
Online shopping
6%
experiences  Prices are the second most important topic, and customers
Balanced
Negative have a strong focus on special deals which are expected in
Quality of goods in Positive addition to offering EDLP. Deals are a key way to increase share
5%
store
Neutral of voice within social media and also play a role to reinforce
customer perceptions of being the cheapest, with Asda currently
Range of goods 5%
leading on this.
Loyalty cards 5%
 Experiences of both online and offline service are absolutely
key to monitor and address. Negative experiences of service
Customer service are the main source of frustration for customers. It seems that by
4%
experiences
raising their complaints through social media, customers hope
that their voice will be heard by retailers and that they will work to
Other conversations 18%
address these issues.
* Grocery retailers = based on all mentions of Tesco, Asda, Sainsbury’s, Morrisons and Waitrose within social media.
1 ** The colour of each bar reflects the broad sentiment of conversations within each theme Data to 11th March 2012
*** Including discussions about Petrol prices

2. Are Asda’s customer pledges delivered through store experiences?
Customer Pledges in All Social Media Conversations About Asda by  With a high proportion of conversations about
Sentiment
grocery retailers happening on Twitter content, and
a tendency for consumers to report their
Every Day Low Prices experiences as they shop, or immediately
afterwards via social media, we analysed content to
see whether Asda’s pledges were reflected.
Always Available  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
Quality You Can Trust
sentiment. It therefore appears that Asda’s pledges
are being delivered effectively through the in-store
experience.
Happy To Help
 Happy to help is the one with the lowest positive
sentiment but the other pledges are positively
demonstrated through social media conversations.
Best For New  Being able to track whether the key elements of the
customer experience are delivered in real time, can
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% help gain early warnings of any changes in
Percentage of All Social Media Conversations
performance, and indicate opportunities for
improvement.
Positive Negative Neutral
2