E-commerce saw its purchase volume increase due to the pandemic and, according to Mercado & Consumi, digital channels moved 11.6% of national retail in 2020 alone. This increase was also seen in sports retail, which had an increase of 127%, according to the Criteo Institute.
To understand how major retailers in the sports market are acting on social networks in this new scenario, Buzzmonitor carried out a study to understand the public’s perception of Netshoes, Centauro and Decathlon.
The analysis was carried out using the Buzzmonitor Monitoring module, throughout the month of September, and only posts in Portuguese were considered, which contained the terms Centauro, Netshoes or Decathlon, in addition to comments made by the public on the brands’ official profiles on Instagram. , Twitter and Facebook.
netshoes
According to the analysis, Netshoes was the brand best evaluated by users. In total, 6,932 posts were collected about the brand and, of these, 62.6% were positive, against 53.8% for Decathlon and 51.2% for Centauro. Netshoes still had 26.3% negative evaluations and 11.1% neutral.
Among the positive posts are praise for the company, people commenting that they bought something from the store, promotions, the shirt of the Brazilian team, other teams and discount coupons.
Among the posts with a negative content, the main complaints are related to delivery, such as delays in the deadline, difficulty in tracking and deliveries marked on the website as made, but not carried out.
Among the neutral posts are publications made by the brand itself, posts on other topics that used #netshoes and comments with no positive or negative content for the brand.
In the daily evolution of posts about the brand, the analysis showed that the positive feeling prevailed on all days, indicating that there were no specific crises on the brand’s social networks in September.
The two peaks of posts recorded on 09/13 and 09/20 were caused by the repercussion of two brand publications, especially Instagram. The first on the launch of the Adidas Supernova sneakers and the second on the O Esporte para todos campaign, in partnership with Grupo Menos Mais. Both contents were in video format.
In the analyzed period, the social network that had the most publications was Twitter, with 79.4% of the posts. While Instagram had 14% of posts and Facebook 6.6%.
As for gender, most people who spoke about the brand in September are male. As for location, in addition to Brazil, most users are from Rio de Janeiro, So Paulo, Belo Horizonte, Curitiba and Brasília.
Centaur
According to the study, Centauro was the brand that had the most buzz among the three, with a total of 20,093 posts during the month of September. Like Netshoes, Centauro was also commented on more on Twitter.
Among the posts about the brand, more than half were positive, 51.2%. Another 43.7% were negative and only 5% were neutral.
Evaluating the daily evolution chart below, we can see that on the 19th of September there was a great negative repercussion for Centauro. The peak of negative posts was due to the virality of a tweet that made political associations with the brand.
In addition to the posts with a political nature, other negative posts mentioned the high prices and the speed with which the shirts of the Brazilian team ended up in stores’ stocks.
Among the positive posts, promotions and discount coupons are the most prominent. Among the neutral posts, there are posts made by the brand itself and others with no negative or positive content.
Looking at the profile of users who spoke about Centauro in September, 60.3% of them are male, while only 39.4% are female. With regard to location, in addition to Brazil, the cities most listed by users were So Paulo, Rio de Janeiro, Fortaleza, Salvador and Belo Horizonte.
decathlon
During the month of September, Decathlon was the brand that had the least buzz on social networks, with a total of 2,888 posts on Instagram, Twitter and Facebook.
Unlike the others, which had a much higher percentage of posts on Twitter, compared to other social networks, Decathlon also had a highlight on Instagram. Twitter had 46.3% of posts, Instagram 45% and Facebook 8.7%.
The evolution graph by social network shows a big spike in posts on September 27th, especially on Twitter. The date marked the opening of the new Decathlon store in Recife and had a positive impact on the social network.
The public’s evaluation of the brand was also positive. Of the total number of posts that talk about the brand in September, 53.8% were positive, 27.6% neutral and only 18.6% negative. It was the brand that had the lowest percentage of negative posts among the three.
Among the positive posts are praise for products purchased at the store, people telling about their purchases at the store, support for sports events and discount coupons. Neutrals are content posted by the brand itself. Already among the posts with negative content are complaints about delivery and deadline.
As for the characteristics of the brand’s audience, 61.3% are male and 38.8% are female. With regard to location, in addition to Brazil, the locations that most appeared in the search were So Paulo, Rio de Janeiro, Barcelona, Portugal and Spain.
