*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.

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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.

BabyLove review

Overall sentiment for BabyLove products on Lazada is 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:

BabyLove review

A consumer review with high rating for delivery and product quality. [Translation: The delivery was fast and the product quality is good. As a mom, I’m very happy.]

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:

BabyLove review

A consumer review with low rating caused by stock discrepancy.
[Translation: I’ve ordered it from Lazada 4 days ago, turned out it’s out of stock? How can something that I’ve already ordered (when it’s available) went out of stock? This sucks. And the delivery is also slow. It’s very bad.]

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.

BabyLove review

BabyLove’s products on its official store on Lazada Thailand are fulfilled by Lazada

Download the full infographic here.


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