Sainsbury’s takes the lead in the UK supermarket social media battle

Sainsbury’s takes the lead in the UK supermarket social media battle

Sainsbury’s, as the only UK supermarket with an established Facebook presence, shows how a retail giant can use social media to engage consumers around a supermarket brand. Social media competitions and special offers encourage consumers to associate with the Sainsbury's brand and shop at the supermarket.

Sainsbury’s are ahead of the game compared to other supermarkets in the UK. They use their Facebook page to promote competitions and special offers, suggest recipe ideas and give online customer support and advice. However, rival supermarkets have also started to place more value on connecting with their online customer base; Tesco have recently revealed plans to boost their promotional campaigns on Facebook and Twitter.
 
WaveMetrix social media monitoring shows how Sainsbury's social media competitions and special offers drive consumer engagement with Sainsbury's. Using 100% human coding, WaveMetrix can ascertain that social media content is prompting consumers to take action, such as entering competitions, shopping at Sainsbury’s or buying promoted products.
 
Online competitions and special offers drive consumer engagement with Sainsbury's:
 
 Sainsbury's take the lead in the UK supermarket social media battle
  • The “Perfect Christmas” competition engages consumers: They “cannot wait” for the competition to start or state that they have already “entered”. As winning the competition requires people to vote for them, consumers ask for “support” from others. Only a few are negative, complaining that the competition site will “not accept” their address
  • Sainsbury's social media provokes some consumers to discuss the products: Attitudes are mixed, as some say they are “totally obsessed” with certain food items or ask when others will be “back in store”. Those who are more critical complain about a lack of product availability, asking why the store has “stopped selling” their regular purchase items
  • A variety of other social media content prompts positive consumer reactions: They respond to the Sainsbury’s Christmas cake recipe promotion, saying they are “following” it or that they “made it this morning”. Others say the X-Factor features and YouTube links are “brilliant”
  • Content about special offers provokes discussion: Consumers discuss the promoted offers, stating they are “cool” and “proper bargains”. Some especially like the Advent calendar offer, saying it is “great” for their children
  • Some complain about “appalling” customer service: They say their online orders were not delivered “on time” or criticize “rude” staff. However, others say staff are “always there to help”
 
Social media content prompts consumers to take action:
 
 Sainsbury's takes the lead in the UK supermarket social media battle
  • A quarter of consumers say they have entered the “Perfect Christmas” competition: They “had a go” and ask the online community to “support” them, giving details of their address
  • One in five consumers say they have shopped at Sainsbury’s: Many say they use Sainsbury’s “every week” and have been doing so for “many years”, while others recount their online shopping experiences
  •  Content on the special offers prompts consumers to buy promoted products: Some say they “bought” or are “going to buy” promoted items, such as the Advent calendar and “3 for 2 gifts” deals
  • Some say they “will use” Sainsbury’s recipe ideas: Many say they made the Christmas cake recipe, ask for advice or request other cake recipes
 

 

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