7/31/2019 Kiddicare insights_Trufflenet
1/2
Kiddicare does the essentials wellKiddicare customers are happy
customers. The vast majority of them have positive things to say
about the quality of Kiddicaresproducts (92%), the value for money
they get from theirKiddicare purchases (87%) and the variety of
products that areavailable for them to choose from when shopping
withKiddicare (98%). Eighty one percent of Kiddicare customers
whovoiced spontaneous sentimental opinions about Kiddicareexpressed
love or affection without speaking specifically abouttheir shopping
experiences.
Eighty five percent of Kiddicare customers who used the
businessdelivery service expressed happiness with its function.
Theremaining 15% consisted predominantly of customers outside of
Great Britain who were frustrated by either the limited
deliverytimes available, or the cost associated with delivery.
Ninety one percent of customers who experienced the
physicalretail environment of Kiddicares Peterborough store and
spokeabout it online were very happy with what they found,
comparedto 75% of Kiddicare online customers. In part, this
difference canbe explained by the larger volume of results for
online shopperswho outnumbered their physical counterparts by over
three-to-one - therein providing a more diverse set of results.
A majority of customers were also happy with their experience
of
Kiddicares returns and complaints system (56%) which,
whencompared with data Trufflenet analysts have found in
previousretail searches, is a very positive result.
Delivery process well received by customers in
Great Britain
Kiddicares customers are digitallyengaged and keen to make use
of online resources. Trufflenet found thatKiddicare customers
prefer onlinecustomer service and enquiry methodsto the telephone,
with Twitter (38%)well ahead of both email (16%) andFacebook (8%).
Mentions of KiddicareTV clips were also five times higherthan those
of traditional writtenproduct reviews.
There were more conversations on thetopic of Kiddicare special
offers thananything else. However, a dispropor-tionately high
number of thoseconversations (31%) focused onnegative aspects, in
particular theperceived quick expiration of specialoffer codes.
Kiddicare has a robust digitalpresence, but it could be
stronger. Thenumber of relevant results returned(660) during the
two and a half weeksearch period was five times less thanKiddicare
suppliers Huggies andPampers (3295) as found in a previousfour day
search conducted byTrufflenet. While Pampers and Huggiesare highly
visible global brands, this
stark difference in total wasunanticipated. Kiddicare has a
highlevel of customer appreciation thatshould be leveraged to
increase itsconsumer base.
Email: [email protected] Website: www.trufflenet.com
Phone: 020 7812 6565
Parents love Peterborough
Kiddicares customers like toengage the brand digitally
Kiddicare needs to increase
online awareness
7/31/2019 Kiddicare insights_Trufflenet
2/2
Further analysis should focus partly on the increased prevalence
of Kiddicare TV reviews when compared with traditional
writtenproduct reviews. Product reviews are proven
attractionmechanisms for online shoppers and the effect that video
reviewsare having on written reviews should be examined to
guardagainst a counterproductive outcome.
Trufflenet conducted a powerful automated search of social
mediamentions of "Kiddicare" from 22 April to 9 May 2011. It then
used a4-step process of intelligent human analysis. This provides a
morenaturalistic picture of what people think than is possible
throughtraditional market research. Automated search yields larger
samplesizes of consumer groups than would otherwise be costly
toidentify.
The following recommendations are just a sample of what can
beanticipated from a more in-depthexamination:
Start with what is easily accessible anddo-able: the low lying
fruit. Improvedmoderation of Kiddicares Facebookand Twitter pages
with an increasedfocus on diversity would be an easilyimplemented
and cost effectivestrategy. Putting the customer centrestage in
these forums can foster arelationship which transcends that of
traditional customer/retailer bycreating a sense of ownership
andparticipation that leads to brandadvocacy. This can be achieved
throughsimple methods such as encouragingparental stories/pictures
online andbolstering socialising events inaddition to promotions
and sales andrapid responses to customer queries.
Kiddicares online moderators couldalso benefit the business by
engagingtransparently in online parentingforums to heighten brand
awarenessand draw consumer interest towardKiddicare websites and
productsolutions.
Minor changes to the Kiddicare websitehomepage to increase the
visibility of the community pages (in particular
Kiddicare TV) are advisable. This areahas proven interest among
customers,and drawing greater awareness to itwould be beneficial. A
'Youtube' orcustom Kiddicare TV icon next to theFacebook and
Twitter icons on thehomepage would also help to identifythese
pages.
Another option is to develop a smartphone sales application for
Kiddicare
enabling time-poor parents to shopon-the-go. Though more costly
tosetup and manage, this is a strategythat has been proven
successful byother pioneering retailers.
Email: [email protected] Website: www.trufflenet.com
Phone: 020 7812 6565
Recommendations
Methodology
Quotes
@kiddicare is morrisons takeover effecting your usually good
customer service Terrible attitude onthe phone today Website gives
wrong info
Nick_Bucklandwww.twitter.com
i got my out and about nipper 360 on kiddicare.comand i love it.
it was on sale and i got it delivered for 200 euro ...
poppy1deuxwww.weddingsonline.ie
@laurenhousewife Kiddicare in Peterborough isreally good
apparently. My cousin & his gf havebeen shopping there a lot
for their baby
heid_n_seek8www.twitter.com
Absolutely THRILLED with our new carseat from@kiddicare
LvanOwww.twitter.com
Thanks to whoever mentioned Kiddicare to me.
Was it @ThiensMummy anyway my orders arrivedall in one day in
the time slot they specified :)
nayla123jerviswww.twitter.com
