Introduction
In the retail sector, where supermarket chains compete to attract and retain customers, media analysis services become essential for understanding corporate image and shaping communication strategy. In an era where social networks have penetrated everyday life, consumers choose to share their opinion about a brand publicly, appreciating direct interaction. This new reality, where buyer-brand communication occurs “here and now,” makes monitoring services, digital listening, and media analysis necessary for any supermarket seeking to understand and strengthen its market position.
Supermarkets in Greece
The Greek market exhibits a concentrated dynamic, as the majority of the power lies in the hands of a few large players. In this context, leading supermarket chains compete with the aim of boosting their market share and adapting to the continuous changes and challenges brought by the global economy. The large supermarkets solidify their position in the competitive retail space through various ways: acquisitions, new sales points, investments in innovation, customer experience improvement, initiatives for sustainable development and social responsibility, and digital presence strengthening.
Case Study
In this case study, the supermarket chain, with a presence throughout Greece, faced the challenge of efficiently managing its public image and enhancing communication with its customers. Meanwhile, it needed continuous and timely information about the business moves of its direct competitors and the developments in the supermarket sector in general. The company decided to implement a strategy based on intensive media analysis, in order to better understand the needs and preferences of consumers, as well as to identify opportunities for further development. 
Approach & Results
The Clip News team’s approach included the use of digital listening tools (internet and social media) for monitoring and analyzing online publications and discussions about the brand. Additionally, it adopted the monitoring of print media, as well as television and radio, in order to achieve a comprehensive picture of both the brand and the competition. More specifically:
a) Daily morning report:
Included summaries of significant news about the company, its direct competitors, and the supermarket sector. This report contains active links to the most important sources (print and internet) leading to the respective publication.
b) Interactive dashboard on a digital listening platform:
On a daily basis, a specialized analyst made corrections to the automatic sentiment of the brand and competition references, on the internet and social media, to achieve accurate results.
Based on the needs of the supermarket chain, Clip News prepared a dashboard on the platform with a series of graphs and tables, accessible by the supermarket chain representatives at any time.
Without the need to read thousands of data from the internet and social media, they could see daily how the volume of their mentions compared to the competition, which topics stood out, if there were negative comments on social media, if there were articles signed by well-known journalists, etc.
Moreover, in this specific dashboard, all the graphs are interactive, meaning that they allow someone to “click” on them (e.g., on the positive part of a pie or on a peak of a graph showing the evolution per day) and display the specific references in detail.
c) Monthly quantitative and qualitative report:
Includes a summary, i.e., a concise presentation of the overall monthly image of the brand and its direct competitors in the media, as well as the dominant topics. Also, in collaboration with the brand, various graphs were designed to depict the measurements the brand needed to examine each month. Some of these are:
- Total Share of Voice (SoV): Displays the distribution of the total mentions of a brand and its competitors, allowing an understanding of its overall market image for the given month.
- Total Sentiment per Brand: Provides an analysis of the overall sentiment of mentions relating to the brand and its competition, categorizing them into positive, neutral, or negative.
- Positive Share of Voice: Shows the distribution of positive mentions of a brand and its competitors, clarifying which brand gathered the most positive mentions.
- Negative Share of Voice: Presents the distribution of negative mentions of a brand and its competitors, to highlight which brand recorded the highest negative image.
- Sources Breakdown: Focuses on the distribution of mentions across various sources (print, internet, social media), offering a picture of where attention is concentrated and which medium predominantly showcases each brand.
- Key Subjects: Offers a more detailed analysis of the main topics associated with the brand, based on the processing of mentions by a specialized analyst, with the addition of tags per topic.
- Competition Key Subjects: Provides a more detailed analysis of the most significant topics of the competitive brands during the examined month (tags).
d) Ad hoc negative publicity crisis report:
This is an emergency publicity report to cover the need for timely and accurate information. In the specific case of the supermarket chain, such a crisis report was deemed necessary to cover a significant current issue that attracted a large volume of mentions in all examined media and had a great impact on the consumer audience with numerous comments on social media.
Upon our client’s request, Clip News took over the preparation and sending of a daily crisis report for as long as the issue appeared in the media. More specifically, the media were separated for more effective management and presentation of the publicity:
For print, television, and radio, we chose to send concise summaries of significant topics from high-impact sources, e.g., new developments, announcements, statements, interviews.
For the internet and social media, a report was formatted with a brief presentation of the main conclusions and data representation with various metrics, such as: Evolution, Sentiment, Content Sources, Word Cloud, Top Sites, etc.
As can be understood, the above ways give a significant advantage to a company in cases of managing negative publicity crises. It provides an overall “look” at hundreds or even thousands of media data, highlighting significant topics and developments. At the same time, it records consumers’ opinions on the specific issue and thus a deeper understanding of the public’s preferences and trends. 
In conclusion
This case study highlights the value of media monitoring and media analysis services for the supermarket chains. Through these services, the supermarket managed to adapt its communication strategies, improve the quality of its services, and strengthen its presence in the media. Additionally, it improved its strategy regarding the management of negative publicity crises, responding effectively to challenges.
Overall, this approach not only increases customer loyalty but also enhances the supermarket’s competitiveness. Especially through the systematic use of digital listening technologies, it is evident that businesses can strengthen their relationship with customers, improve their corporate reputation, and maintain a strong market position. It is proven once again that the correct exploitation of technology and media data can bring significant benefits.
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