2011 Retail Brands Report

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For most people, Black Friday kicks off the holiday shopping season. It’s a time of year to relish terrific savings and wonderful retail experiences. Others find all the activity too frenzied to participate, saving their dollars and time for Cyber Monday. No matter where you stand on the spectrum of holiday consumerism, it’s undeniably the most important time of year for most brands and retailers.
Download the 2011 Retail Brands Report and see how consumers speak about the five largest retail brands in social media and discover how and why brands relate to their customers. Networked Insights’s analysts examined real-time consumer data to reveal trending topics and brand conversations, as well as insights on consumer behavior/preference, all segmented by five different consumer types.

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2011 Retail Brands Report

  1. 1. 2011 RETAILBRANDS REPORTWHAT CONSUMER AUDIENCES ARE SAYINGABOUT SHOPPING AT TOP RETAILERS
  2. 2. 2011 RETAIL BRANDS REPORT For most people, Black Friday kicks off the holiday shopping season. It’s a time of year to relish terrific savings and tremendous purchases and to enjoy the positive elements of consumerism. Others find all the hype and activity too frenzied to participate, saving their dollars and time for Cyber Monday. No matter where you stand on the spectrum of holiday consumerism, it’s undeniably the most important time of year for most brands and retailers. Research analysts at Networked Insights wanted to compare and contrast consumers’ conversations about shopping to discover how and why brands relate to their customers. We analyzed the five largest retail brands, examining five different consumer segments, or what we call audiences, at various times throughout the year. The report below provides brands with information derived from real-time consumer data. It offers details on trending topics and brand conversations, as well as insights on consumer behavior/preference, all segmented by consumer type.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 1
  3. 3. BRAND PERFORMANCE NOVEMBER 2010 | DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 201145% Conversation Increase in September due to “back-to-school” shopping40% Top Brand for Christmas Shopping35% Leads in Black Friday social conversations due to Moms30%25%20% Smallest share of conversation, but offer the most niche products15%10% 5%0% NOV. DEC. MAY SEPT. NOV. NOV. DEC. MAY SEPT. NOV. NOV. DEC. MAY SEPT. NOV. NOV. DEC. MAY SEPT. NOV. NOV. DEC. MAY SEPT. NOV. 2010 2010 2011 2011 2011 2010 2010 2011 2011 2011 2010 2010 2011 2011 2011 2010 2010 2011 2011 2011 2010 2010 2011 2011 2011© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 2
  4. 4. TARGET YOUR LISTENING When brands begin to analyze social easier to identify the marketing media conversations, they typically elements that drive consumer behavior. start with owned media or brand terms. At Networked Insights, our This also reduces the time of discovery analysis starts in a different direction for retailers, allowing them to shift focus altogether. We begin by asking either to engaging with consumers on the a) “who” is talking about said topic or topics they’re interested in now. For b) “what” is being said about said consumer packaged goods (CPG) topic. For this report, we started with brands, this approach uncovers the audience segments, or the “who.” best time to create and distribute con- tent that directs target audiences to To better understand the meta particular retailers. Hence, it helps themes in an audience’s and brand’s guide marketing decisions through the ecosystem, Networked Insights ana- voice of the customer expressed in lysts looked at a year’s worth of data real-time consumer data. from blogs, forums, comments, Twit- ter and Facebook. This allowed us to ascertain the optimal times to distribute content and the content that resonated most with consumers. The audiences we examine are considered primary targets for at least one of the retailers analyzed in the report. Additionally, the audience segments chosen serve to contrast consumer behavior and sentiment. We believe this approach makes it© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 3
  5. 5. BRAND ENGAGEMENT AUDIENCE BREAKDOWN 10 6% % MOMS (54%) 12% The costs of raising kids are high, and Moms 54% are always sharing with each other the best deals they can find (especially on diapers and work out clothes). Moms also love comparing Wal-Mart to Target. (19%) % 19 CONSUMER TECH Electronic Consumers view Target as the largest competitor to Wal-Mart. Netflix’s DVD-mail service also appears in Wal-Mart-related conversations. EC’s also like Wal-Mart’s prices and price match services. Blu-Ray film releases, home theater, and Apple products are frequently discussed. GAMERS (12%) MILLENNIALS (10%) SPORTS FANS (6%) Gamers love midnight releases Millennials discuss a lot about going to, Part of being a Sports Fan is of new titles, being able to hanging out at midnight, or working at about how important the pre-order and receive exclusive their local Wal-Mart. Considering Wal- experience is to your enjoyment. features or gear, and free Mart gift cards as excellent gifts and Sports Fans consider Wal-Mart shipping. Amazon is consider to pre-ordering new videogames also a good place to buy TVs and be direct competition in come up often. snacks for the big game. Gamers’ minds.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 4
  6. 6. BRAND ENGAGEMENT AUDIENCE BREAKDOWN 18 % CONSUMER TECH (71%) 7% Other than discussing when a film’s Blu-Ray 2% 71% release is, Electronic Consumers love talking about some of the services offered by Best Buy: service plans, pre-order bonuses, and price matching. Products of special interest include 3DTV, Laptops, Apple products, and speakers. 2% GAMERS (18%) The main reason that gamers obviously care about Best Buy is to purchase and pre-order new games. However in addition to that gamers really care a lot about their gaming experiences, so they discuss what laptops, TVs, and home theaters that will maximize their gaming. MILLENNIALS (7%) MOMS (2%) SPORTS FANS (2%) Millennials heavily associate Best Buy Moms don’t have a lot to say about Best Sports Fans like to buy videogames with gaming. They like being able to Buy, but they love when BB has sales to use (e.g. Madden Football) and console pre-order to get copies of the game at as a price comparison for buying new TVs, gaming systems from Best Buy. midnight release parties. Amazon and cameras, phones, and other appliances. Gamestop appear frequently as competitors.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 5
  7. 7. BRAND ENGAGEMENT AUDIENCE BREAKDOWN 9% 8% (65%) 9% MOMS 65% When thinking about Target, buying clothes comes to the top of their conversations. Diapers, baby car seats, and shoes come next in mind. Coupons, and being able to set up gift 9% registries are also important to building the Target experience with Moms. Wal-Mart and Old Navy show up in competitive comparison. CONSUMER TECH (9%) Electronic Consumers are always looking for the best deals, particularly on Blu-Ray films and Apple products. Best Buy, Wal-Mart, and Amazon are often discussed as alternative brands to get deals from. GAMERS (9%) SPORTS FANS (9%) MILLENNIALS (8%) Gamers are always interested Sports Fans care a lot about their Millennials like to buy games and DVDs in picking up the newest titles viewing experience, and often from Target. They also talk about in gaming, or the latest Blu-Ray times look at purchasing new purchasing school supplies and what or DVD releases. Price matching TVs, especially ones on sale. they need for their college apartments is also an important service to at Target. Gamers.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 6
  8. 8. BRAND ENGAGEMENT AUDIENCE BREAKDOWN 3% 2% 5% MOMS (87%) Coupon deals are on the top of Moms’ minds when they think of CVS, especially for diapers 3% and brand name wipes. Walgreens as a competitor is also brought up often. CONSUMER TECH (5%) CVS-related conversation only appears in off-topic discussions (i.e. “talk about the last thing you 87% purchased”), and for the most part Electronic Consumers do no engage directly with CVS as a brand. GAMERS (3%) Gamers talk about the kinds of products they get from CVS like MILLENNIALS (3%) SPORTS FANS (2%) candy, soda, and gamer maga- Millennials are the only group to refer to CVS was only brought up in zines like PC Gamer. Gamers CVS as a grocery store. They also off-topic discussions, like if there also frequently compare CVS to frequently compare CVS to Walgreens. was a CVS near where they lived, Walgreens. and it’s hours of operation.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 7
  9. 9. BRAND ENGAGEMENT AUDIENCE BREAKDOWN 13% CONSUMER TECH (33%) 12% 27% Electronic Consumers talk about the materials they want/need for various DIY projects (like 14% making their own projector screen, or building boxes for their speakers/Subwoofers). 33% MOMS (27%) Lowes is often compared to Home Depot in Mom conversations. Moms also like to talk about what they get from Home Depot (particularly paint) in order to decorate their baby’s room. GAMERS (14%) Gamers shop at Home Depot to get parts for various DIY projects that are SPORTS FANS (13%) MILLENNIALS (12%) similar to Electronic Consumers’ DIY When Sports Fans bring up It turns out that Millennials have a projects, or to get materials to mod teams that Home Depot strong interest in gardening, and their PC gaming cases, like screw- sponsors, like the LA Galaxy. consider Home Depot a great source drivers and spraypaint. Home Depot’s for gardening supplies. credit card is also considered an easy card to get in order to start building credit.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 8
  10. 10. INFLUENCING CONSUMER BEHAVIOR AND PURCHASE CYCLES As others have noted, social media has become the new water cooler. Today, however, these informal communications are available on multiple devices with the capability of reaching consumers at nontraditional times to drive new behaviors. For CPG brands, navigating these emerging communications channels requires agility. Capitalizing on the potential of a multiscreen environment in and out of the home is critical as brands evolve to thrive in a world of frag- mented media. The speed in which brands collect and evaluate consumer data has never been more critical. Understanding consumers as it relates to your brand, products and marketing is increasingly not enough to help mar- keters as they work to ensure that their brand becomes part of the consider- ation set. Knowing the consumers’ world outside your product category has changed from helpful to essential when developing messaging and content that persuades. Recognizing the topics and themes important to consumers takes the guesswork out of marketing that ultimately affects social interactions and influences purchase behavior. The promising news for brands is that their ability to apply consumer data to marketing decisions will rise as they become more comfortable tracking con- sumer behavior from social data. The traditional persona data used in plan- ning will include a social profile gathered from implicit and explicit data col- lected across the social web. The benefit for marketers is that consumer data can be updated in real time at the moment of decision, enabling a more effi- cient marketing spend while increasing the frequency in which messaging reaches a desired target.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 9
  11. 11. BRAND CONVERSATION BY AUDIENCE DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 2011 55% 50% Millennials conversation increased dramatically in September due to “back-to-school” shopping, but drops 45% in December when the school semester starts to wrap up 40% The year-round near consistent levels of conversation from Moms indicates their year-round interests 35% Black Friday in getting the best deals and coupons deals inspired all audiences 30% to interact more with Wal-Mart 25% 20% 15% 10% 5% 0% DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 ELECTRONIC GAMERS MOMS SPORTS MILLENNIALS CONSUMERS ENTHUSIASTS© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 10
  12. 12. BRAND CONVERSATION BY AUDIENCE DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 2011 55% Conversations Christmas shopping inspires the most 50% decrease for most conversation out of Moms and Sports Fans after the holiday season, due in part to game and DVD Millennials’ conversation was 45% higher in September due to release schedules the buzz around the Apple iPhone 4s 40% 35% 30% 25% 20% 15% 10% 5% 0% DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 ELECTRONIC GAMERS MOMS SPORTS MILLENNIALS CONSUMERS ENTHUSIASTS© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 11
  13. 13. BRAND CONVERSATION BY AUDIENCE DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 2011 55% 50% 45% For almost all audiences, Target-related conversations are the lowest in December; this is partially related to the gaming and 40% media industry pushing for more new Gamers interactions with Target releases in October and November Similar to Wal-Mart, Moms are looking is almost double in November for deals almost consistently all year 35% than any other month round, but peaks in November 30% 25% 20% 15% 10% 5% 0% DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 ELECTRONIC GAMERS MOMS SPORTS MILLENNIALS CONSUMERS ENTHUSIASTS© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 12
  14. 14. BRAND CONVERSATION BY AUDIENCE DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 2011 55% 50% Since the overall CVS conversation 45% was fairly low across all the analyzed audiences, off-topic conversations easily influenced what month was August is considered to be statistically the most popular for CVS-related the highest month for births, and we can 40% conversations see that trend directly reflected in the Unlike the other retail brands, increase of Moms conversations looking 35% Black Friday had the least amount for discounted, or coupons for diapers of impact within the audiences 30% 25% 20% 15% 10% 5% 0% DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 ELECTRONIC GAMERS MOMS SPORTS MILLENNIALS CONSUMERS ENTHUSIASTS© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 13
  15. 15. BRAND CONVERSATION BY AUDIENCE DECEMBER 2010 | MAY 2011 | SEPTEMBER 2011 | NOVEMBER 2011 55% 50% Home Depot conversation spikes with Sports fans in November as they discuss many of the athletes that Home Depot sponsors September was Millennials’ favorite 45% month to discuss DIY projects 40% With the exception of the Millennials, May was the largest month of conversation, and the most popular 35% month to start new DIY projects 30% 25% 20% 15% 10% 5% 0% DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. DEC. MAY SEPT. NOV. 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 2010 2011 2011 2011 ELECTRONIC GAMERS MOMS SPORTS MILLENNIALS CONSUMERS ENTHUSIASTS© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 14
  16. 16. TAKING YOUR MARKETING TO THE NEXT LEVEL Brands are experts in the consumers consumers in our current demand economy who use their products. They’ve developed have more digital tools at their disposal than systems to gather data, synthesize it and the marketers trying to reach them. It’s time for apply it to product development, advertising, marketers to work smarter and embrace the era strategy and marketing programs. Retailers of agile marketing. have a slight edge in understanding consumers because of access to sales Brands living in the post-advertising world data. Knowing what people are buying and understand the need to develop content that when improves forecasting and provides meets the objectives of the various stages of the the ability to capitalize on trends with buyer’s journey. Achieving relevancy requires an complementary product offerings. appreciation for timing and recognizing the cues of the consumer. This is imperative when you The broader system we’ve developed and rely on word of mouth through social media to perfected in the 20th century works in a carry your marketing messages just as much as world of centralized control and limited your advertising. communications channels. After all, it allowed the once only brick and mortar retailers in this report to become titans. However, just as the arrival of the Internet ushered in ecommerce and a new group of online retailers, so too will social technology platforms. Today marketers are working in a world with diminished reach but heightened targeting. Monitoring consumers shifted from a highly manual, time-consuming and expensive endeavor to something you can now do online without ever having to communicate with a customer. The social© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 15
  17. 17. ADVANCING WITH A SKILLED ANALYTICS PARTNER Networked Insights helps brands, agencies and networks mitigate risk, make more informed real-time data-driven decisions, and get more reach for the same media spend. Our blended approach of technology and expert analysis help marketers understand who is engaging, where and when they are doing it, on what content, and how. As illustrated in this report, fields of social media and analytics require distinguishing the segments within your customer base and the information that influences them. Moreover, knowing your digital consumers requires accepting the fact that their social profile is continuously in flux, guided by foreseeable circumstances such as life phases and unexpected trends in popular culture. In the take-no-prisoners retail season of the holidays, it’s never been more important to make marketing decisions driven by real-time consumer data. 646.545.3900 | info@networkedinsights.com | networkedinsights.com Networked Insights was founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence. Offices in New York, Chicago, Toronto and Madison, WI.© NETWORKED INSIGHTS, INC. 2011 ALL RIGHTS RESERVED. 16

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