The article was written by André Dennis, Africa Consumer Leader, Mike Vincent, Consumer Products sector leader. The article was published by Deloitte, you can find the original article here.
Today’s retailers are confronted by savvy, connected customers who are arguably more engaged than ever before. Social media platforms such as Twitter, Facebook and Instagram have become powerful tools for consumers to engage on virtually all aspects of their lives from relationships, politics, shopping, travelling to any kind of service they may receive
To gain more insights on the South African consumers’ sentiments in the Retail sector, Deloitte Africa partnered with BrandsEye, a data mining organisation that combines AI and crowd-sourced human intelligence to listen in into social media conversations for public opinion.
About the report
The report analysed close to 1.7 million social media posts and other online engagements to gauge particularly the current sentiment of local consumers towards the country’s leading grocery retail chains. Based on this sentiment analysis the report developed five key themes and proposes a number of key interventions for retailers to have more meaningful engagements with their customers and to gear their organisations to become more customer-centric.
Five key themes from the report
Key take-outs from the report