October 30, 2009, 12:00 AM

Online consumers are chatty about Amazon, Target and Wal-Mart

And the chat is very positive, says Zeta Interactive social media research conducted for Internet Retailer. Looking ahead, the fact that Target, Wal-Mart, Costco, Kmart and Kohl’s are much ballyhooed may mean a frugal Christmas, Zeta’s CEO says.

Zak Stambor

Managing Editor

Amazon.com Inc., Target Corp. and Wal-Mart Stores Inc. were the most talked-about retailers on the web in September, and the talk was quite positive, especially for Amazon.com, according to the monthly Zeta Buzz Top 25 Retail Standings Index.

The index, maintained by online marketing firm and social media monitoring service provider Zeta Interactive exclusively for Internet Retailer, shows consumers wrote 4,486 posts on blogs, social networks and other social media venues about Amazon.com in September; a whopping 96% of the posts were positive in tone. This earned Amazon.com a remarkably high Zeta Buzz Rating of 430.66.

Zeta Interactive tracks mentions of a retailer’s name across more than 100 million blogs and online communities and analyzes the tone of each reference. The online marketing firm creates the Zeta Buzz Ratings for retailers by multiplying volume of mentions times the percentage of positive tone and dividing by 10. Zeta says a minimum good score for larger retail brands during any given month would be 60 or above.

Consumers wrote 4,623 posts about Target, 84% of which were positive, for a rating of 388.33. And consumers mentioned Wal-Mart 4,472 times, 73% saying good things, for a rating of 326.46.

Amazon.com and Target, No. 1 and No. 2 in August, held onto those spots in September. Wal-Mart moved up a spot to No. 3, supplanting Ikea, which came in at No. 5 in September.

“As we move into the holiday retail season, Zeta Buzz research is showing us that discount retail stores like Target, Wal-Mart and Kohl’s remain prominently positioned on the list, suggesting that shoppers are going to be more frugal in their spending this year,” says Al DiGuido, CEO of Zeta Interactive. “Interestingly, Amazon.com retained the most positive tone of all retailers on the list, at 96% positive, which may indicate that shoppers prefer the increased selection and ease of purchasing that online sales allow. With other retailers like Toys ‘R’ Us and GameStop cracking their way into the list and brands like Gap falling off, it will be interesting to see how the post-holiday Zeta Buzz searches reflect sales numbers across the country.”

Following is the Zeta Buzz Top 25 Retail Standings Index for September, including the Zeta Buzz Rating, volume of social media mentions, the percentages of positive tone of mentions, and the chart standing change for each retailer:

1. Amazon.com, 430.66, 4,486, 96%, same.
2. Target, 388.33, 4,623, 84%, same.
3. Wal-Mart, 326.46, 4,472, 73%, +1
4. Nike, 240.08, 2,090, 80%, +2
5. Ikea, 236.78, 3,075, 77%, -2
6. Borders, 216.37, 2,774, 78%, +3
7. Staples, 201.29, 2,548, 79%, -2
8. Old Navy, 185.75, 2,238, 83%, +11
9. Adidas, 171.29, 2,196, 78%, +13
10. Costco, 156.52, 1,820, 86%, +1
11. Macy’s, 153.58, 1,969, 78%, -3
12. Lowe’s, 152.20, 1,879, 81%, -5
13. BestBuy, 147.68, 2,382, 62%, +2
14. Home Depot, 145.62, 1,916, 76%, +3
15. Barnes & Noble, 135.77, 1,492, 91%, -1
16. Sears, 127.43, 1,554, 82%, -3
17. Kmart, 125.24, 1,491, 84%, +1
18. CVS, 123.42, 1,487, 83%, -2
19. Radio Shack, 104.16, 1,240, 84%, +1
20. Kohl’s, 96.77, 1,152, 84%, -8
21. Toys “R” Us, 82.88, 1,036, 81%, new this month
22. Marshall’s, 82.71, 1,133, 73%, -12
23. H&M;, 78.53, 994, 79%, -2
24. GameStop, 77.60, 1,021, 76%, new this month
25. Aeropostale, 77.15, 1,002, 77%, new this month

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Seth Barnes / E-Commerce

Commissions are for closers

A Savings.com executive responds to an Internet Retailer article describing a web merchant’s decision to ...

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

Advertisement