*Introducing the eIQ BrandData series that shares insights to different brand strategies online and how they’re performing on marketplaces across Southeast Asia in collaboration with data tool BrandIQ.
A peek into Thai customers’ sentiment for BabyLove
Using data tool BrandIQ, a total of 4,958 product reviews from customers that purchased BabyLove products on Lazada Thailand were analyzed. The sentiments of the reviews were divided into two: Positive and Negative, based on keywords like ใช้งานดี (good quality), รอนานมาก (slow delivery), ถูก (cheap), identified in the review.
For BabyLove products, out of 175 keywords picked from reviews, 136 or 77.71% of them are positive.
The keyword “ส่งเร็ว” (meaning fast delivery) appeared the most in the reviews with a positive sentiment, appearing 1,528 times in 1,522 BabyLove product reviews.
The second top keyword “ถูก” (meaning cheap) had 776 appearances. The third positive keyword “ใช้งานดี” (meaning good quality) appeared 430 times.
Below is an example of a BabyLove product review with positive sentiments:Meanwhile, keywords with bad sentiments made up 22.29% of total keywords. Some of the keywords are ห่วยมาก (bad), แย่มาก (sucks), and รอนานมาก (slow delivery). Overall, customers using these keywords are talking about the pain points of ordering the products on Lazada rather than the quality of the product.
One example of a review with bad sentiment is:
Controlling customer sentiments
The top two factors that greatly affect the sentiments felt by the BabyLove’s customers when they make a purchase on Lazada are delivery time and price. They are things that a brand can control by having an official presence on the marketplace.
On its official store, BabyLove offers an average discount of 26% and drowns out grey market sellers on the marketplace.
Its products are also fulfilled and delivered by Lazada, which typically means faster delivery times.
Download the full infographic here.