Analyses

Update 1: Brand Sentiment Tracker June 2016

Wilko.com, Superdrug, and Office, Leading retailers in the InternetRetailing UK Top500 (IRUK 500), record the highest sentiment in the IRUK 500 Brand Sentiment Tracker for the month of June. Supermarkets are among the most-talked-about retailers to be monitored by the Tracker, which also found a negative relationship between the amount of chatter and the general sentiment it conveyed.

Amazon [IRDX RAMZ] and Argos [IRDX RARG] are referenced in the most social chatter, revealed the Tracker, which was researched in collaboration with Clarabridge; these retailers also lead the Brand Engagement Dimension of the IRUK 500.

Elite retailer Mothercare [IRDX RMOC] had the smallest total volume of customer feedback, yet saw the highest sentiment of the 23 Elite and Leading Top500 retailers included in the Tracker. Mothercare customers’ feedback was especially positive about the retailer’s staff who, judging by the feedback, provide good quality advice. The aggregate sentiment from customer feedback is collated to form the Tracker, with the results in the chart below. Wilko.com [IRDX RWIL] customer reviews contained the most-positive average sentiment. Superdrug [IRDX RSUD], Office [IRDX ROFF], and Halfords [IRDX RHAL] also stand out for the positive sentiment covered by the Tracker.

brand sentiment tracker

The aggregate sentiment from customer feedback is collated to form the Tracker, with the results revealing a negative relationship between sentiment, shown by the dotted line, and the amount a retailer is being talked about, shown by the bar. A negative relationship means that the typical sentiment is more positive when there are fewer mentions, and more negative when more conversations are about the retailer.

 

“According to a seminal study titled ‘Advocacy Drives Growth’ by the London School of Economics, a seven point increase in customer satisfaction can lead to a one percent increase in revenue.” says Susan Ganeshan, Clarabridge CMO.

“For a retailer with $1B in annual revenue, that’s $10 million for every seven point increase. It’s clear that customer sentiment has a direct impact on revenue growth. To remain competitive, retailers need to find ways to understand customer pain points and effect change within the business.”

The Tracker reveals the sentiment associated with certain topics is largely positive or, conversely, negative. ‘Product design’ and ‘product selection’ were such majority-positive terms, with 92 percent and 75 percent of retailers, respectively, enjoying positive conversations with those key terms.

‘Order accuracy’, ‘damaged goods’, and ‘refund’,  conversely, are terms associated with a generally negative sentiment for most retailers. Customers were most dissatisfied when mentioning ‘order accuracy,’ while ‘damaged goods’ was the term most frequently used in customer feedback expressing a negative sentiment for half the retailers in the study.

About the Brand Sentiment Tracker

The Brand Sentiment Tracker assesses publicly-visible customer feedback for 23 Elite and Leading retailers and is researched in collaboration with Clarabridge. Linguistic content is analysed to gauge sentiment, with ‘positive’, ‘negative’, or ‘neutral’ scores assigned to feelings expressed in the text. The Tracker is updated periodically, with some posts focussing on improvements and turn-arounds in sentiment, and others covering overall sentiment trading in different periods.

Mentioned in this piece…

Amazon

Amazon

IRDX: RAMZ

Amazon is a market-leading eTailer with global reach and a broad array of product types. (more…)

Argos

Argos

IRDX: RARG

Argos is a large multichannel home and general merchandise retailer. It is a pioneer in multichannel retail, having successfully pivoted its legacy operations into the eCommerce age. (more…)

Mothercare

Mothercare

IRDX: RMOC

Mothercare is a retailer of products for mothers-to-be and general merchandise for babies and children up to the age of eight. (more…)

Wilko

Wilko

IRDX: RWIL

Wilkinson is a British high-street chain with over 300 stores, selling primarily homewares and household goods. (more…)

Superdrug

Superdrug

IRDX: RSUD

Superdrug is a UK-based health and beauty retailer with 850 stores in the UK and Ireland. (more…)

Office Shoes

Office Shoes

IRDX: ROFF

Office Shoes is retails footwear under the brands Offspring, Poste and Poste Mistress, in addition to the eponymous brand. (more…)

Halfords

Halfords

IRDX: RHAL

Halfords is a retailer of car parts, car enhancement, camping, touring and bicycles operating in the UK and Ireland. (more…)