A new brand study, which analysed 22.7 million tweets from 350,000 individuals, has shown that the leading UK supermarkets continue to struggle with customer engagement.
The study, by UK agency Bloom's social intelligence engine ‘Whisper', which used data analytics developed at the University of Oxford by Professor of Mathematics Peter Grindrod, found that the relationships between consumers and the Big Four supermarkets have deteriorated, while the likes of Aldi, Waitrose and Iceland have continued to improve.
According to thebusinessdesk.com, Asda performed best of the Big Four in the study, which showed their brand engagement scores from best to worst, with retail giant Morrisons consumer connection taking the biggest hit to see the grocer finish last in the list.
The tweets were analysed during a 28-day behavioral study of the UK population.
The scores were ranked from one to 100, 100 representing the strongest emotional connection between the consumer and the brand.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney.
