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BizReport : Research archives : April 30, 2015

UK: Discount supermarkets challenge 'Big Four' in consumer engagement

A new study of UK supermarket brands has revealed that the discount brands are better able to engage with consumers over a long period that their "Big Four" rivals.

by Helen Leggatt

Using UK agency Bloom's social intelligence engine 'Whisper' and data analytics developed at the University of Oxford, the study of 22.7 million Tweets from 350,000 individuals found that consumer relationships with the 'Big Four' supermarkets (Asda, Morrisons, Sainsburys and Tesco) have worsened. Meanwhile, discount supermarkets such as Aldi and Iceland have improved their engagement with consumers.

"It's a study that's not just about the number of tweets, re-tweets and followers a brand has, but more about how individuals talk about brands - and how they influence others to interact with them over a long period of time," said Peter Laflin, Bloom's chief data scientist who led the study.

Supermarket-brand-engagement-graph-300x186.jpgWaitrose was the best performer with an emotional engagement (Attraction) score of 56/100. Waitrose was followed by the discounters Iceland (55/100) and Aldi (53/100). Asda was fourth, followed by Lidl, Tesco, Sainsburys and finally Morrisons.

The Tweets were taken from a 28-day behavior study of the UK population and were used anonymously. Scores were ranked out of 100, with 100 being the strongest emotional connection.

JuliusKielaitis /

Image via Shutterstock

Tags: brand affinity, engagement, loyalty, supermarket, UK

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