Tesco hit by online reputation plunge

Tesco has seen its online reputation decline as the supermarket's market share continues to fall.

Tesco: online reputation hit a negative score after reports of market share fall and customers taking to social media sites to criticise poor service
Tesco: online reputation hit a negative score after reports of market share fall and customers taking to social media sites to criticise poor service

Kaizo Advocacy Index, a biannual audit examination of online attitudes towards brands found that Tesco recorded the most negative online sentiment of the companies examined.

The study examined firms in the supermarket, camera, airline, breakfast cereal and computer sectors, creating a positive or negative percentage score to measure sentiment.

Kaizo looked at the first three pages of a Google web, news and blog search, the top twenty tweets and the top ten Facebook pages, discounting any pages owned by the brand.

Tesco, at minus 17%, was the online supermarket to record a negative score. The brand had a neutral online reputation (0%) when the study was last completed in autumn 2011.

ASDA came out on top (40%) followed by Waitrose (35%), Sainsbury’s (12%) and Morrisons (6%).

The news comes as Tesco is set to report further significant falls in like-for-like revenues when it publishes first-quarter sales figures next week.

Camera brand Lumix came out as the top individual brand overall in the study, with budget airline easyJet, cereal brand Shreddies and computer firm ASUS winning the other sector battles.

PC manufacturers were the group with the overall best reputation score, with a positive sector average of 48%.

Rhodri Harries, managing director of Kaizo, said: ‘This study reflects what a consumer actually sees when they search, as opposed to how much coverage there is out there, so it is a powerful reflector of likely impact of online and social coverage. Those brands that score well are those that combine creative campaigns with empathy with customers, and have a consistent dialogue through all earned media.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.