August 5th, 2022, Samuel Tan
NTUC FairPrice has registered the biggest boost in Word of Mouth (WOM) Exposure in Singapore for the month of July 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the supermarket chain saw an uplift of 7.8 percentage points during the four-week period.
The retail co-operative recently launched a promotion from July 14 to 17, where shoppers who spent a minimum of $55 of NS 55 credits would receive a $6 return voucher in return. NS 55 credits refer to a $100 digital credits payout in July to all males in Singapore who are or have undergone mandatory military service, via the LifeSG mobile app.
According to data from YouGov BrandIndex, NTUC FairPrice’s WOM Exposure score rose from a low of 39.7% on 1 July to a high of 47.5% by 28 July. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, competing supermarket chain Sheng Siong also recorded a seven-point increase in WOM Exposure from 26.4% on 1 July to 33.3% by 28 July, while local bank DBS saw its WOM Exposure climb 6.6 percentage points from 21.8% on 1 July to 28.4% by 25 July.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 1 to 28 July 2022. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.