Humans are a stack of emotions at the end of the day. Advertising sells because it appeals to the masses emotionally. They weave a story that perfectly fits our worldview and nudges us into buying their products. Digital era has given us an opportunity to make our products go viral but at the same time, they have put them under the risk of being at the end of harsh reviews. We are very well aware of the crushing impact negative reviews or complaints have on the brand image, therefore driving away the potential customers.
Social listening tools have been helpful in opinion mining, they help retailers find angry customers and deal with them to prevent further damage. Sentiment analysis(a counterpart of opinion mining) is omnichannel i.e, it can be done both online and offline.
- Online channels: Sentiment analysis online uses AI algorithms to look for emotionally loaded keywords to estimate the frustration levels of customer, so that they can be dealt with on a priority basis. Also, a retailer can get a clear idea of the opinions on social media to be it to facebook/quora/twitter/Instagram.
- Offline channels: Sentiment analysis offline uses computer vision, AI and analytics to gauge the emotions of the customer throughout their buying process. Cameras and sensors placed in the store help retailers to capture the reactions and analytics give an understandable insight into how customer react to their brands, packaging and price. For example, if customers favour one ice-cream flavour over another repeatedly, it is time to take off the flavour from the shelves. Sentiment analysis helps in making well-informed decisions and keep up with the customers.
The cameras are just to gather sentiment data and not any personal information, therefore, alleviating any data privacy and security concerns.