What does social listening reveal about Palais des Thés ?

Considering the digitalized world, we live in, I believe it is obvious to address social media. It is a constantly growing development lever for any brand that wishes to gain visibility, stimulate engagement, and increase sales.

In order to analyze Palais des Thés’ social media presence and the engagement it generates from users online, I used the data collected and gathered on Digimind, a software of social listening.

Why do users mention Palais des Thés online ?

The highest peaks of mentions come around Christmas, in October and November, which naturally suggests that people think of Palais des Thés for gifts. What can be deduced from this ? Well, when you offer a gift to your loved ones, you chose something that looks pretty and has good quality, right ? In our case, it reveals that the visual and tasting quality of the brand are satisfactory enough to be gift worthy, which is a very positive signal for the brand offerings. In addition, in the key concepts, the words “calendrier” , “Avent” (advent calendar) and “idee Cadeau” (gift idea) are the most common ones.

The emojis used in Palais des Thés’ mentions actually confirm that interest for the brand when it comes to Christmas, with the Santa, Christmas tree and the gift box.

Besides, the concept “boutique” also come back a lot which means that users are either looking to have an in-store experience (converse with the salesperson to get guidance, taste various teas before purchasing) or write about their own to share with their followers.

Does internationalization guarantees digital global presence ?

If you read the introductory article about Palais des Thés, you probably remember that the brand is also present abroad in Belgium, Luxembourg, Norway, Israel, Georgia, Switzerland, Russia, and the United States.

Well, the world map is quite surprising because some of these countries record 0% mention ! On the other hand, the USA gathers the highest mentions percentage after France. Israel and Russia are also present on a more modest scale.

Another important fact to highlight is that countries like the United Kingdom are non-negligeable contributors while its neighbor, Norway, has none despite having Palais des Thés shops on its territory.

This may suggest that the marketing communication strategy is not as developed and consistent abroad than in France. It may need to adapt to local customs, habits of users but also content wise depending on each country’s preferences.

However, when it comes to dispersion of mentions in cities, the map is much more coherent with Palais des Thés’ global presence. Indeed, we find again Belgium, Israel, Georgia, and Norway in the most active areas. Thus, it looks more concentrated and dynamic in Europe and East Asia, compared to distant continents.

We can deduct that the brand has been more successful in markets close to its original one and potentially that communication efforts are unequally allocated, considering budget constraints and priority matters. It reminds us that internationalization can be a progressive and long step for a brand, that needs constant analyzing, observing, and adapting.

Which social media platform contributes the most to Palais des Thés’ promotion ?

Palais des Thés is mentioned numerously on YouTube in videos such as “my favorite products of the month” or even “ideas for Christmas gifts”. The influencers show, present, test and recommend the products which can turn out highly beneficial for the brand since it incites other people to purchase as well or at least gives them the idea to do so, in the future.

Palais des Thés has a really active Instagram account. More accessible and close to the users, Instagram allow to convey quick messages through visual and eye-catching posts. The brand can count on Instagram influencers to contribute to the discussion and feed nourishing. Among them, there are cooks, delicatessen owners and tea lovers that share product recommendations, tips, recipes with their followers.

Having gone over a few aspect of Palais des Thés’ social engagement, it is worth mentioning that is not exhaustive and that assumptions made in this article are purely subjective interpretation.

Daphnée KORKMAZ