Large distribution : what brands have the most success online ?

Whether on prices, or on the internet, the food distribution chains engage in a fratricidal war to get out of the lot. To highlight their differences, and to better compare the company Brandwatch specialized in the monitoring and analysis website published on Thursday a study on the performance of the 16 largest retailers in france on the social media.

Today, the “social data intelligence” (the collection and analysis of data on networks) allows supermarkets to better understand their consumers, by observing their behaviors. The large surfaces would be the same already, 88% wish to use it right now this valuable information , considering it as a necessary step in the development of offers and services that are most relevant to their brand. And the visibility they are looking for as would not be solely related to the means deployed.

Marks “traditional” against signs “discount”.

In the game digital supermarkets, two teams compete against each other, and they do not play in the same categories. The trademark Carrefour (21%), E. Leclerc (20.9%) and Auchan (11%), considered as signs for “traditional” retail distribution in France, total alone more than half of the market share (52.9 per cent), according to a recent ranking. However, their share of voice -the indicator that allows to measure the visibility of a brand on the web – are less important, since they get together only at 45.4%.

Because they are not the only ones to share the cake digital : other channels “discount” transcend even the big boys used to the first places. This is the case of Lidl, the German company in the food distribution, which has become in 2016 the biggest advertiser in the sector, increasing its advertising expenditure by almost 40%, to reach € 415 million. The sign of the “hard discount” arrives in front of Auchan (16.3%), and just after the leader Carrefour (23.2 per cent), with not less than 21.5% of the share of voice on social networks.

More mentions, with less affection ?

The study Brandwatch is also interested in the volume of mentions on each specific branch, either “discount” or “traditional.” The volumes of mentions give them the number of mentions, or anything that is “said” on the web. And the marks “traditional” are far more discussed on the web, totalling 75% of all discussions or publications about the signs analyzed. However, these good scores, relatively predictable -given the market share that preserve hypermarkets “classics”- are not synonymous necessarily with consumer satisfaction.

In fact, the names of “discount” are a lot more mentioned in a positive context than those in “traditional”, for which not less than 46% of mentions were considered negative. On all the brands taken into account by the study, the distribution channels “discount” as the supermarket chain to Auchan SimplyMarket (94%), Monoprix (88%) and Casino Supermarkets (88%) are reaping the largest share of positive statements, when Carrefour gets 73% of mentions are negative.

Only point of agreement between the consumers of different brands : the “bio” confirms his rise in power, with 59 percent of conversations classified by trend food reminiscent of eco-friendly products and “organic”.

Read also : The French still consume more than bio, but beware of the shortage

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