Amazon, Argos, Tesco most searched for White Goods retailers

UK consumers made 6.1 million searches online for cooking, dishwasher, laundry and refrigeration products in May, reveals the latest quarterly white goods research from the UK’s leading independent specialist search and social marketing consulting and technology firm, Greenlight.

According to the report, ‘White Goods Sector Report May 2010’, Amazon, followed by Argos then Tesco were the top three most searched for white goods retailers in Google. However, their websites were less visible to consumers when they went online to search for white goods products.
Greenlight used industry data and proprietary technology to identify and classify 790 of the most popular search terms used by UK consumers when they went online to find white goods. The data was also used to compile Greenlight’s quarterly league tables. These rank the top 60 performing retailers and brands visibility-wise online, in both natural* and paid search**. Greenlight’s research also ranked the 15 most proactive brands and retailers in social media.
Key findings reveal:
– The term ‘Fridge freezer’ was the most searched for term and accounted for 7% of all white goods-related searches, followed by ‘Washing machine’ with 6%
– In natural search, Kelkoo, Comet and PriceRunner were the most visible sites to consumers looking for white goods-related terms, such as ‘Fridge freezer’, ‘Dishwashers’ ‘Range cookers’ and ‘Washing machines’. They accounted for 64%, 61% and 39% share of visibility, respectively. Comet made gains on Kelkoo as it increased its overall share of voice by 9% since Greenlight’s February report. By comparison Argos came in fourth, Tesco tenth and Amazon ranked 17 with 34%, 19%, 18% share of voice, respectively
– Knocking JohnLewis off top spot, ApplicancesOnline was the most visible advertiser in paid search overall, with 71% share of visibility. This was a 35% increase on Greenlight’s February report. Curry’s followed with 65% then Dixons and JohnLewis with 61% each.
– By comparison in paid search, Tesco lost most share of voice since Greenlight’s previous report (25% loss), which saw it drop from position four to eight in Greenlight’s league table. Argos ranked ninth and Amazon 17th with 19% 8% share of visibility, respectively
– Of the top 10 advertisers in paid search, eight were multi-channel retailers whilst one, ApplicancesOnline, was specifically a white goods retailer and another (Panasonic), a white goods manufacturer
– In natural and paid search combined (integrated search), Comet, Curry’s and JohnLewis were the most visible sites
Top 10 of the 60 most visible White Goods websites in both in natural and paid search, UK
No. Website/Advertiser Natural Search Paid Search
1 comet.co.uk 61% 34%
2 currys.co.uk 22% 65%
3 johnlewis.com 13% 61%
4 kelkoo.co.uk 64% 8%
5 appliancesonline.co.uk 0% 71%
6 dixons.co.uk 0% 61%
7 argos.co.uk 34% 19%
8 pricerunner.co.uk 39% 5%
9 tesco.com 19% 19%
10 coopelectricalshop.co.uk 31% 0%
Source: Greenlight
To gauge social media interaction with brands, Greenlight monitored the Facebook and Twitter accounts of the top 15 brands in its integrated league table (Table 1, above), in order to assess how many ‘fans’ and ‘followers’ each has. Greenlight ranked brands based on the cumulative value of their ‘fans’ and ‘followers’, a score which it terms the Social Media Popularity Index (SMPI). It further analysed the proactivity of brands by considering the number of ‘posts’ and ‘tweets’ brands produced for consumers to interact with in May. Greenlight’s SMPI reveals:
Wikipedia was the most followed brand in social media, with a combined following of 372, 648 on Facebook and Twitter, despite its lack of interaction
Some brands, in particular ApplicancesOnline, received excellent consumer feedback and interacted extremely well. It consistently answered every query or problem posed on Facebook and constantly ran various competitions which a large number of consumers entered
Given 30% of adults wait for the sales to get a better product for their budget (Source: Mintel, April 2010 White Goods Report), retailers should utilise social media to communicate with those consumers who wait for the sales by sending them information about the best upcoming deals or inviting them to preview events
Top 5 of 15 most visible White Goods brands in social media, UK
No. Brand Greenlight SMPI Facebook
Post Per Month Twitter
Tweets Per Month
1 wikipedia.org 372,648 6 11
2 amazon.co.uk 22,856 0 2
3 argos.co.uk 8,790 0 30
4 asda.com 5,516 N/A 91
5 littlewoods.com 2.439 146 152
Source: Greenlight
To view the ull report with tables, go to: http://www.greenlightsearch.com/knowledge/sector-reports/
www.greenlightsearch.com
********************************
Get Netimperative updates on Twitter