Edible Arrangements Eats the Competition, Gifttree.com Wins the Love:
NetBase Measures Social Shopper Sentiment for Gift Baskets
MOUNTAIN VIEW, CA -- (Marketwire) -- 12/12/12 -- NetBase, the
Enterprise Social Intelligence (ESI) Platform company, today
announced the latest Brand Passion Index, an analysis of consumer
conversations online about five gift basket brands. Powered by the
Insight Composer, the Index measured the behaviors, emotions and
opinions about these popular holiday gift basket brands: Edible
Arrangements, Gifttree.com, Wine.com, Harry & David, and Hickory
While online consumers chatted most about Edible Arrangements and its
signature fruit and chocolate bouquets, they expressed the most love
for Gifttree.com's gourmet gift baskets, followed closely by the wide
selection at Wine.com. Edible Arrangements generated 56 percent of
the total gift basket buzz, but ranked the second lowest Net
Sentiment, with a (still very high) score of 81, and the lowest
Passion Intensity of the group at 72. Conversations about the brand
revealed that while online consumers love and rave about the
chocolate-covered strawberries, they also complain about the high
Gifttree.com generated a Net Sentiment of 95 and a Passion Intensity
of 100, even with less than 1 percent of the overall market chatter.
Customers extolled online about the quality of the customer service
and the gift baskets. Close behind Gifttree.com was Wine.com, with a
Net Sentiment of 87 and a Passion Intensity of 100. Social media
users love the personalization imparted by Wine.com with its service
and gift baskets.
Read what consumers are saying about Edible Arrangements:
Edible arrangements makes the best chocolate covered strawberries in
i dont understand why edible arrangements are soooooo expensive. its
Read what consumers are saying about Gifttree.com:
I've had the BEST customer service experience with Gift Trees!
I love your gift tree and the little purse sentiments, those are
gorgeous and elegant indeed! What a beautiful array of ribbon too.
Read what consumers are saying about Wine.com:
Wine.com has an impressive understanding of its consumers
There is usually no one there to help me with my selection in the
store. That is why I am so
excited about wine.com. At wine.com you
will be able to order wine gift baskets that are already perfectly
Each month, the Brand Passion Index (BPI) analyzes consumer passion
for brands in various categories and publishes the results on the
NetBase blog. Register for our next Demo Day about holiday gifts
NetBase, the C2B Company, delivers the enterprise
social intelligence platform that global enterprises use to monitor,
understand, and engage with customers in real time. Using a
high-precision natural language processing (NLP) engine combined with
text analytics and machine learning, our platform processes billions
of social media posts to extract structured insights delivered via
customizable dashboards. Our solutions enable marketing, public
relations, market research, customer service, sales, and product
innovation leaders to craft winning strategies faster. Clients
include Coca-Cola, Kraft, HP GfK and J. D. Power & Associates.
NetBase powers the weekly Sentiment Tracker in the Wall Street
Journal and our solutions are sold globally by SAP AG. For more
information, visit www.netbase.com, @NetBase, on Facebook page,
LinkedIn, or YouTube.
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Lisa Joy Rosner
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