Industry

Update 2: Brand Sentiment Tracker March 2017

GAP, Selfridges and Asda, members of the InternetRetailing UK Top500 stood out as brands with the highest customer sentiment rating in the IRUK 500 Brand Sentiment Tracker for the month of January 2017. In December 2016, by comparison, Waitrose [IRDX RWAI], Asda [IRDX RASD] and Charles Tyrwhitt [IRDX RCHW] were the three bands with the highest sentiment. Asda secured the highest volume of customer feedback in both months according to the Tracker, which is researched in collaboration with Clarabridge [IRDX VCLA] and assesses publicly visible customer commentary on Twitter and Facebook for 26 Elite and Leading Top500 brands.

For the months of December 2016 and January 2017, Charles Tyrwhitt and GAP [IRDX RGAP], respectively, saw the highest sentiment amongst the retailers included in the Tracker. Sainsbury’s [IRDX RSBR], M&S [IRDX RMAS], Halfords [IRDX RHAL], Morrisons [IRDX RMOR] and Homebase [IRDX RHMB] were other brands that enjoyed higher-than-average customer sentiment in both months. Second only to the aforementioned Asda, Amazon [IRDX RAMZ] was the subject of the most social chatter in both months. The two platforms (Facebook, Twitter) hosted a roughly equal volume of public commentary for the retailers. Asda was the exception, with Facebook being the more prominent platform for publicly-shared commentary.

About the Brand Sentiment Tracker

Customers hear about hundreds of brands every day and many of these times they don’t hear from the brand itself; so tracking, building and maintaining higher customer sentiment in social media channels can be a key competitive advantage for a retailer. The Brand Sentiment Tracker assesses publicly-visible customer feedback for 26 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 turnarounds in sentiment at the level of an individual retailer, and others covering the aggregate change in both volume and sentiment.

Mentioned in this piece…

Waitrose

Waitrose

IRDX: RWAI

Waitrose forms the food retail division of Britain’s largest employee-owned retailer, the John Lewis Partnership. The company is the sixth-largest grocery retailer in the UK, with approximately 5% of the market. (more…)

ASDA

ASDA

IRDX: RASD

Asda is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. (more…)

Charles Tyrwhitt

Charles Tyrwhitt

IRDX: RCHW

Charles Tyrwhitt (also known as CT Shirts) is a British menswear retailer, specialising in formal men’s shirts, shoes, suits, knitwear and accessories, as well as lines of womenswear and a casual range. (more…)

Clarabridge

Clarabridge

IRDX: VCLA

Clarabridge is an American software company that helps leading brands understand and improve their customer experience.
(more…)

GAP

GAP

IRDX: RGAP

GAP is a USA-based multinational apparel retailer offering clothing, accessories, and personal care products. (more…)

Sainsbury’s

Sainsbury’s

IRDX: RSBR

Sainsbury’s is a British supermarket chain with a significant share of the UK market. (more…)

Marks and Spencer

Marks and Spencer

IRDX: RMAS

Marks and Spencer is a major UK-based retail chain of large stores and convenience outlets for groceries and fashion. (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…)

Morrisons

Morrisons

IRDX: RMOR

Morrisons is one of the ‘big four’ British supermarket chains with headquartered in Bradford, West Yorkshire, England. Founded in 1899 by William Morrison, the company now has over 400 stores in the UK. (more…)

Homebase

Homebase

IRDX: RHMB

Homebase is a British home improvement store and garden centre, with 342 stores across the United Kingdom and Republic of Ireland, serving around 60 million transactions a year, and a growing internet offering. (more…)

Amazon

Amazon

IRDX: RAMZ

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

Image credits:
  • Tomasz Zajda

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