The May 2020 study, conducted by MDWEB, a pioneer in electronic marketing and digital studies in Tunisia, studies the digital presence, on the web and social media, of players in mass distribution in Tunisia.
The supermarket chains are basing their communication strategies on digital to secure the clarity of their offers as well as to sustain close relationships with their customers.
According to Alexa and based on the number of visits and the number of page views:
- Géant holds the 1st position on the web followed by Carrefour.
- Monoprix ranked last with the highest bounce rate of (63.0%).
According to SimilarWeb and based on the number of visits: Carrefour occupies the 1st position followed by MG.
The brand’s communication strategy has largely concentrated on social networks. Facebook is without context the network on which the brands have sharpened their communication.
With 1 .744. 545 subscribers, the Carrefour banner ranks first and was the most active during May 2020 with 175 publications.
Aziza once again sets itself apart with successful posts that produced the most interactions and the highest engagement rate.
So 4 of the 5 best Facebook posts for May are Aziza’s.
On Youtube :
Carrefour remains to maintain the 1st position with 17,000 subscribers.
Notwithstanding 30 new videos posted, Magasin Général alone generated 337 views and only 10 new subscribers. A real negative performance compared to Aziza who despite 0 videos drew 240 new subscribers.
On Instagram:
Carrefour ranks first in terms of number of subscribers (104,919), likes and comments (12,076).
The brand has stepped up its activity with more publications on this network. Carrefour went from 2 publications in April to 15 publications in May. MG was the least active brand on this network, ranking last in terms of number of posts (12) with 424 likes and comments.
On Twitter :
The communication of large-scale retailers remains very moderate in terms of communication on Twitter.
Monoprix occupies the first position on the basis of number of subscribers and number of publications.
A quantitative and qualitative analysis was carried out on the various social media.
Full details can be ordered from the website: http://www.mdsoft-int.com/.
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