Retail · 2023
Communications Challenges in the Retail Sector
What drives shopper sentiment online - and where supermarkets should focus their communications
This report analyses online user sentiment - drawn from traditional and online media monitoring - on a few key, sector-specific topics for retail. It looks at how product quality defines users' opinion online, where supermarkets must focus their efforts, and which factor is the biggest driver of the online conversation about the sector.
For communications and marketing teams in retail, the result is a clear read on what actually moves the needle - and where the noise is loudest - so resources can be aimed at the conversations that matter most.
Here are some key takeaways from the report:
- Product quality defines online opinion of supermarkets - a single quality issue can outweigh strong campaigns and shape sentiment for weeks.
- The report pinpoints where supermarkets should focus communications efforts - so retail teams can stop spreading effort thinly and concentrate on the topics that actually move sentiment.
- It identifies the single biggest driver of the online retail conversation - giving comms teams a clear priority to act on, not just a list of trends.
Perceptica combines media-listening technology with expert analysis to help retail communications teams understand shopper sentiment, prioritise the right narratives and turn coverage into clear, decision-ready insight.
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