1 Other conversations Customer service experiences Loyalty cards Range of goods Quality of goods in store Online shopping experiences Marketing & PR activity Prices and offers Shopping experience 18% 4% 5% 5% 5% 6% 12% 21% 24% Themes of Conversation by Percentage of All Social Media Content * Grocery retailers = based on all mentions of Tesco, Asda, Sainsbury’s, Morrisons and Waitrose within social media. ** The colour of each bar reflects the broad sentiment of conversations within each theme Data to 11 th March 2012 *** Including discussions about Petrol prices Series1 Balanced Negative Positive Neutral With a high proportion of conversations about grocery retailers happening on social media, and a tendency for consumers to report their experiences, we analysed content to understand the key topics of conversation for the top 4 grocery retailers plus Waitrose. Shopping experiences remain a prominent topic and an overall indicator of the quality of the experience. Prices are the second most important topic, and customers have a strong focus on special deals which are expected in addition to offering EDLP. Deals are a key way to increase share of voice within social media and also play a role to reinforce customer perceptions of being the cheapest, with Asda currently leading on this. Experiences of both online and offline service are absolutely key to monitor and address. Negative experiences of service are the main source of frustration for customers. It seems that by raising their complaints through social media, customers hope that their voice will be heard by retailers and that they will work to What are the Key Topics of Conversation about Grocery Retailers?