It is important to note here that Pak’nSave does not deliver directly to
the customer (as for example Countdown does). Its online shopping is
called Click and Collect, i.e. making the order online and then coming
to a nearby store to pick up the goods
(https://www.paknsave.co.nz/shop/online-shopping). Therefore, it
does not make as much sense to compare it with another supermarket chain
that has been involved in online shopping for a long time and offers
home delivery. Pak’nSave also has a relatively smaller number of
branches than its competitors. Pak’nSave is best known for offering more
convenient prices to the consumer. Despite its limited online shopping
services, Pak’nSave has experienced a surge in interest in the 2020
panic buying environment, as evidenced by the many different online
entries that have been made into the web search engines. The top search
terms between 1 March 2020 and 23 April 2020 were ‘pak n save online
shopping,’ ‘pak n save,’ and ‘paknsave online shopping.’
Conclusions
Regarding the original research question: “How to achieve a better
social media listening and monitoring outcome for companies by using a
social listening tool?”, several lessons have become evident. When
working with a long-term trend or crisis, social media data needs to be
scanned especially after major public announcements. The analysis of the
online trends during 2020 is still ongoing and there are still many
avenues to be explored and questions to be discussed.
This case study has other limitations, e.g. data retrieved from Twitter
and YouTube tends to lack geographical information. Future research
needs to include the more specific regional analysis by finding or
creating a social listening tool with functionalities that can verify
the geographical aspects from the social media data.
In 2020, it is seen that panic shopping developed rather gradually.
Pak’nSave has not necessarily responded by expanding its online
shopping, but rather has reacted through price competition and price
reductions (Dickinson, 2020). In the future, social media analysts
should look closer, not only at already known concepts such as brand
recognition, but also at how price competition plays out in social media
posts and how effectively news such as promotions and sales may spread.
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