7/31/2019 Consumer insights for B&Q
1/1
Word of mouth dominates online conversations about B&Q
1. Prompts of conversation for B&QDeals anddiscounts
n = 175 n = 335
Customer
recommendations Going to B&Q
3. Most discussed DIY retailers
B&Q Homebase Wickes
2. Sentiment towards B&Q
LikeLove Balanced Dislike
4. Location of Twitter users
London Kent Manchester Essex Sport TVAnimalsMusic
2.1% 5.1% 87.1% 3.9%
THE DIGITAL INTELLIGENCE SERVICE
New store
openingCurrently atB&Q Flash mob
6.3%
Environmental
eorts
6.9%
Hate
1.8%10.3%17.1% 5.7%20.6%
38.3% 5.0%20.2% 16.4%
Travis Perkins
26.7%
5. Bio interests of Twitter users
Customers are using the web to recommend particular products
that can be found at B&Q and frequently suggest shopping there
or at a particular
branch; they also seem to value advice via online word of mouth
when in the market for DIY products. Attention was drawn to
particular branches
when videos of in-store ash mobscirculated YouTube. Competitions
to win B&Q vouchers and gift cards (5.1%), second quarter sales
(4.0%), and
CSR eorts (3.4%) were also popular conversation prompts beyond
those listed above.
n = 969 n = 120
The location of Twitter users reects the fact that all four
brands were founded in the
UK and consequently are most heavily based in that region. I t
is notable, however,
that despite B&Qs presence in other countries, those other
than UK and Ireland
were not represented.
B&Q is the most discussed DIY retailer amongst the selected
competitors listed
above, likely due to the companys greater sales revenue as well
as a wider global
presence. With over 60 outlets internationally, including Asia,
B&Q is able to serve a
greater customer base than its UK and Ireland focussed
competitors. Travis Perkins
was more often mentioned than Homebase, despite fewer stores and
a more spe-
cialised, builder-specic product oering.
Methodology:
n = 42
Bio interests indicate a high interest in music. Specic mentions
of Justin Bieber and
Lady Gaga may suggest that these users remain up to date with
popular culture. A
high interest in sport and animals may relate to a general
interest in the outdoors,
which is linked to participation in DIY projects; however, only
one Twitter user speci-
cally mentioned DIYas an interest. Beyond those listed above,
other interests include
technology (4.8%), astronomy (2.4%), and cooking (2.4%).
The search used to form this analysis ran on 16 August 2011
focused on global English
language content and produced 2,059 results, 940 of which were
relevant. A 'result'
refers to the raw material our system generates when it scours
the web. A 'relevant
result' is a result that is deemed relevant to the subject of
the analysis. 'Data' refers to
a rened relevant result - a result that has been considered, and
topics and values
applied to produce a piece of data. The 940 relevant results
used in this analysis pro-
duced 1,641 pieces of data, a ratio of 1.75 pieces of data per
relevant result. I t should
be noted that data is not linear, and not every result provides
data to every topic. The
'n' value (n = X) indicates the volume of data used in answering
each topic.
Despite the prominence of recommendations, the vast majority of
B&Q mentions were of balanced sentiment.
Customers simply advised others that B&Q carries or may carr
y a particular product (You can buy them in
places like B&Q), rather than B&Q is the best, worst, or
only option. However, it is encouraging to note that
positive statements outweighed negative ones.
errm maybe try argo's
sale/blacks/b and q and we
got 2 2-men tents for like
a tenner each not
too baad :)
@benjayyy @Cruy_Des @Laurenclinton_x
Can't wait 2 go b&q later 2
get my wallpaper an paint 4
this house :))) happy days
xxxx
@Christerphurr Are you
laying a whole garden or just
an area? B&Q do some cheap
(but good quality) rolls of turf
for 3 a roll.
Copyright Truenet 2011. All rights reserved.
9.1%
36.7% 38.1% 14.3% 4.8%7.1%
4.2%5.0%
