With its over 300,000 Facebook fans, Countdown is currently the most popular NZ supermarket on social media, followed by Pak’nSave (275,000 fans) and New World (233.500 fans). However, as we write this line, New World leads in the number of people who are ‘engaged’ and interacting with its Facebook page (15,802 fans), compared to 11,100 fans for Countdown.
Countdown’s most popular post to date has been the launch of Free Fruit For Kids, with 19,000 likes and 5,400 shares.
Social media engagement is set to become increasingly crucial for supermarkets, according to a recent report from US-based Retail Feedback Group (RFG). The report found that 87 percent of shoppers regularly followed one or more social media sites, but only 25 percent indicated they were connected to their primary grocery store. Millennials are interacting on digital platforms at a higher rate (66 percent) as compared to Boomers (47 percent); however, the RFG explained, this gap is narrowing.
“Closing the social media gap presents a real opportunity as many shoppers will change their behaviour based on recommendations from their social network,” said RFG principal Brian Numainville. Over half shoppers interact with their primary supermarket on one or more digital platforms.
Here is a list of NZ most followed companies, based on their FB fans.
Air New Zealand: 1.376.416
Whittaker’s Chocolate Lovers: 682.925
New World: 233.488
Mitre 10 NZ: 227.754
Tip Top Ice Cream: 221.082
The Warehouse: 184.128
Lewis Road Creamery: 178.285