German discounter Lidl is the top food retailer in Italy in terms of mentions on social media (5,838), according to a study by social media monitoring company Digimind.
The study analysed the performances of the top eight players (Lidl Italia, Carrefour Italia, Auchan Italia, Coop, Conad, Esselunga, Eurospin and Sigma), with a particular focus on postings on the six major social networks (Facebook, Twitter, YouTube, Google Plus, LinkedIn and Instagram).
The result is not a surprise, as Lidl Italia has an aggressive and creative social policy, being the only one with a presence on all the major social networks, resulting in 1.52 million interactions in just over a month.
French retailers Carrefour (5.467) and Auchan (2,181) placed second and third, respectively, followed by Coop Italia with 1,560 mentions.
Coop, with two accounts, has the most posts (386), followed by Lidl (180) and Carrefour (99).
Twitter emerges as the main media type: 56% of mentions consists of tweets, followed by posts to Facebook (22%) and by internet news (12%).
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
