April 12th, 2023, Bhawna Singh
Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows Noon.com has registered the biggest boost in Word of Mouth (WOM) Exposure of all the brands tracked in the UAE for the month of March 2023. The proportion of people who are talking about the e-commerce brand saw an uplift of 7.1 percentage points during the four-week period.
Aligning with the spirit of Ramadan, the e-retail giant announced various sales and discounts during the holy month, extending up to 75 percent off on a wide range of products, along with other offers and payment solutions.
The recent announcements around the festive season seem to have generated a significant uplift in Noon.com’s WOM exposure- 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.
According to data from YouGov BrandIndex, Noon.com’s WOM Exposure score rose from a score of 26.9 on 3rd March to 34.0 by 31st March.
Additionally, VOX Cinemas recorded a 6.7-point spike in WOM Exposure during March 2023. The dedicated cinema arm of Majid Al Futtaim, launched special offers during Ramadan to enable guests to share more movie moments with family and friends during the Holy Month. The positive chatter around the brand helped it enhance its score from 23.2 on 1st March to 29.9 by the end of the month (27th March).
Lipton Green Tea also saw its WOM Exposure climb 6.6 percentage points between the 5th and 30th of March 2023.
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 the UAE from 1 to 31 March 2023. 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.