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Using social media to grow your brand

S4RB launch a new tool for grocery retailers to harness social media insight

Retailers are increasingly working to harness the rewards available from social media. Decision-makers are now able to interrogate masses of data gathered from interactions on social media to understand what people really think about issues such as product recipes, store layout and customer service.

Grocery retailers can gain additional value by using social media tools to quickly understand which products and services are performing well and where adjustments can be made to boost performance.

However, the tools that are already available struggle with analysing sentiment. They are able to determine basic feedback, ‘this is good’ or ‘this is bad’, for example, but they cannot harness further insight from each post.

S4RB has recently partnered with Warwick Analytics, a machine learning software developer and provider to bring PrediCX to grocery retailers.

Because this tool has been created specifically for the grocery retail market, it is able to accurately determine the root causes for dropped baskets and churn from particular stores and can highlight previously unforeseen quality issues.

The addition of PrediCX to S4RB’s AffinityTM platform allows retailers to learn not just how many people are talking about their brand, but also to automatically identify the intent of the customer towards the brand.

Human behaviours, like sarcasm, can lead to the intent of a comment being misconstrued with most tools. This new technology understands concepts rather than keywords and therefore identifies intent to a far higher accuracy than has been possible until now.

By making it possible to learn the intent behind a message, the PrediCX tool acts as an early warning system for brands and retailers. This gives retail brands a massive advantage, as it enables trends to be identified early and even more powerful and meaningful engagement with customers.

For more information, please call: 0115 727 0150 or go to their website: www.info.s4rb.com/affinity

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