July 26th, 2023, Samuel Tan
Decathlon has registered the biggest boost in Word of Mouth (WOM) Exposure in Singapore for the month of June 2023 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 sports store saw an uplift of 7.5 percentage points during the four-week period.
The French retailer partnered with children swim school Happy Fish over the June school holidays to allow shoppers to try out Decathlon’s swimming products (for ages 5 and older) at Happy Fish’s pools for free. Decathlon also publicised this offering on its Facebook page as an opportunity for parents to teach their kids to swim at this child-friendly facility.
According to data from YouGov BrandIndex, Decathlon’s WOM Exposure score rose from a low of 14.5 on 9 June to a high of 22.0 by 30 June. 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, cosmetics and beauty products retailer Sephora recorded a 6.6-point spike in WOM Exposure from 3.8 on 4 June to 10.4 by 25 June, while Apple’s iPhone saw its WOM Exposure climb 5.5 percentage points from 32.8 on 2 June to 38.3 by 26 June.
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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 30 June 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.
This article first appeared in WARC.