M&S is the UK’s most prominent online grocery brand, according to new research from Salience Search Marketing.
The study analysed 11 performance indicators, including year-on-year visibility, search volume trends and brand awareness. It found that M&S topped its rivals when it came to brand awareness within the online grocery sector, with over 4 million searches per month and an owned social score of 14,368. M&S also showed the highest growth in brand visibility, with the research finding that the retailer had an 8% increase in online visibility.
While supermarket majors Tesco, Asda and Sainsbury’s had more brand searches per month (7.5 million, 6.1 million, and 5 million, respectively), the study found M&S easily outpaced when it came to its social score. Tesco had an owned social score of 6,749 and over 3.8 million social media followers but failed to make it into the top five, which was rounded out by Sainsbury’s, Aldi, Waitrose, and Co-op. Asda saw the biggest drop in online visibility, with a 1% decrease year on year.
Brett James, MD of Salience Search Marketing, said: “The increase in demand within industry indicates a successful strategy, with this period crucial for brands to continue amplifying their online presence to gain prominence in the year ahead. Nowadays, online food shopping has become a favoured route for many as a more efficient option than a trip to the supermarket. Amidst the recession, consumers have become more wary of prices and are assessing brands for the best value for money, with this a key factor for brands to consider.”
He added: “Brands will need to look at M&S for inspiration, as the supermarket trumps as the most prominent brand and biggest growth in visibility. Overall, building a strong following and online presence across multiple channels becomes vital in driving sales and capitalising on the expanding market demand.”
NAM Implications:
- Key will be M&S effectiveness in getting this message across to brand owners.
- …as a basis for optimising Retail Media revenues.
- (and perhaps causing M&S to increase the proportion of National brands in their assortment?)
