Waitrose is winning the social media war this Christmas, converting the most online visitors into paying customers and brand advocates, accordingly to the latest Supermarket UK study from Starcom MediaVest Group (SMG).
Waitrose, with its focus on “engaging content”, is having a “far higher impact” on consumer behaviour than Sainsbury’s and Tesco.
The study also revealed that shoppers taking an action on a supermarket Facebook page are twice as likely to shop there this Christmas, with 87% intending purchase compared to 43% of those that just visit the page.
On YouTube this is even greater, with 89% of those interacting online planning purchase, versus 36%. The insight also shows Twitter activity is a strong sign of brand commitment, with 92% of followers and 93% of those tweeting about a brand intending purchase this Christmas.
The research was undertaken in late November 2011 by communications strategy, media buying and management agency, SMG. Using its proprietary research tool to measure the value of a fan on social media, the Social Media Behaviour Index (SMBI) has analysed the strategies of the ‘Big 6’ supermarkets in the UK – Waitrose, Tesco, Sainsbury’s, Asda, Morrisons and the Co-operative.
More at: Waitrose is ‘best at converting social media users into paying customers’, reveals new survey
