Company: falabella.com
Market segment: E-commerce
Region of operation: Colombia, Chile, Peru
Context
We implemented social listening to understand how people perceive the brand and Colombia’s e-commerce industry. At the same time, we used data mining and developed semi-automated report templates to monitor the performance of their social media strategy across various platforms.
Pain Point
The company didn’t clearly understand how the public perceived the brand or the e-commerce industry in Colombia. Additionally, there was no clarity on their posts’ performance and how they resonated with the audience.
Solution
First, we developed a social listening strategy using a specialized tool to measure sentiment and assess the brand health index for both, the e-commerce sector and the brand in Colombia. Then, we used data mining to create a database across the three countries, storing data from social media posts on platforms like Instagram and TikTok. Lastly, we generated analytical reports to evaluate the social media strategies, providing actionable insights and adjustments to the overall plan.
Results
The company successfully identified audience sentiment and feedback about the e-commerce sector, which helped shape the content and social media strategy for the brand’s launch in Colombia.
Conclusions
This process emphasized the importance of understanding public perceptions of e-commerce, their shopping habits for personal and special event purchases, and how people often confused falabella.com with its retail division.
