Existing customers sharing their positive experiences and potential customers liking the culture of the company led to the positive buzz, while a couple of compalin areas such as the share price in NYSE below expected Q2 drove negative voice. More details inside

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The Container store
Duration of analysis: 30 Days, October 1 to 30, 2014

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Insight
•Employees paid double the industry standard has helped in creating a lot of positive news about the store. Both existing customers and non-customers liked the story. The story has impacted in such a way that 3% of non-customer who shared the story has decided to purchase from the store.
•There were a lot of request from customers and potential customers to have their favorite shop in their city or a location near to them. They have requested for places like Tulsa, Memphis etc.
•One Twitter user pointed out that the plastic boxes do not degrade as a result the repeat purchase is less
•Getting organized is what the existing customers related themselves with the brand
•Majority of the people who talked about the brand online were female and more than 31 years.

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59% positive conversations around the store and the brand
Sentiment breakup of the overall relevant mentions of Container Store, October 1 to 30, 2014
Positive, 59.15%
Negative, 8.36%
Neutral, 32.49%
INSIGHTS:
•Customers and non-customers involved in sharing story about the pay of the store. They appreciated the culture and the values of the store.
•The percentage of satisfied customers is much higher than unsatisfied ones. 99% of the customers who talked about the brand are satisfied with the store. Less than 0.01% of them were unsatisfied.
•Neutral conversations were as a result of general conversations on the Facebook pages and Twitter and casual mentions of the brand.
Sentiments breakup

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What is talked about the brand?
34.7%
16.9%
13.9%
8.1%
3.9%
2.5%
2.3%
2.3%
1.9%
1.8%
1.2%
1.1%
0.9%
0.9%
0.5%
0.5%
0.5%
0.4%
0.2%
0.2%
0.2%
0.2%
4.9%
Employees well paid
Marketing
Stocks
Conversation from Existing Customer
Conversation around CEO
Suggestion for store location
New Launch
Uncontainable Book
Company Culture
News
Criticism
Casual mention
Purchase consideration
query
First time visit
Unsatisfied
#ApplePay
Employee speaks
Likes the new store location
Unaware of container store
Comparison with Target
Closed store at location
Others
A
C
B
A
KEY HIGHLIGHTS
ON EMPLOYEES WELL PAID
News and conversations around The Container Store paying double the industry standard has led to lot of positive buzz. There were conversations like “I am now going to be a new customer. Yay The Container Store!” and posted the link to the news.
34.7%
SUGGESTION FOR STORE LOCATION
People loved the container store. They wish the store be available in their city or close to them. For example, “I wish Lexington Ky had a Container Store”. And “Love the Container Store, just wish there was one closer near Centennial Hills area in Las Vegas!”
2.5%
B
C
CONSIDERATION FOR PURCHASE
Good number of Millennials kept the container store in their consideration.
0.9%
Key themes of conversation

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Existing customers sharing their positive experiences and potential customers liking the culture of the company led to the positive buzz.
69.23%
16.92%
3.85%
3.85%
1.54%
1.15%
1.15%
0.77%
0.77%
0.38%
0.38%
Employees well paid
Conversation from Existing Customer
Company Culture
Suggestion for store location
Purchase consideration
First time visit
Conversation around CEO
Employee speaks
#ApplePay
Likes the new store location
Comparison with Target
ON EMPLOYEES WELL PAID
Just used #ApplePay at @ContainerStore with no issues. Fast, fast, fast.
Target ain't got nothin on the Container Store.
Having a job I truly love going to every day, well that is amazing! @ContainerStore
I could spend an entire day at the Container Store
Customers speaks
Thanks for helping my closet look great! @containerstore #organizedhappy
Newest obsession. #containerstore #inlove
Based on Sample Analysis. Source: Simplify360, October 2014
Exhibit: Most common types positive conversations
Key positive themes of conversation

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http://facebook.com/59375573322/posts/10152567995783323
Paying employees double the national average paid off
3% of those who talked and shared about the story said they will start shopping at consumer store
The story on Container store paying double the national average has a great impact on customers. 3% of those who shared the story said they will start shopping at the store. The strong values that the company keeps is liked. “I had had heard of The Container Store but that was all until I read an article on how you pay your employees. Great! And, you have gained a new customer!” posted Susan on Facebook.
“Container store here I come!!! RT @thinkprogress: This store pays its retail employees nearly $50,000 a year” wrote another ecstatic user who retweeted the story on Twitter.

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71.4%
12.2%
6.1%
6.1%
2.0%
2.0%
Stocks price fall
Criticism
Unsatisfied
Others
Unaware of container store
Closed store at location
Based on Sample Analysis.
Exhibit: Most common types negative conversations
There were very few negative conversations. Tanking of share price in NYSE due to below expected Q2 revenue led to the negative buzz around the store. There were also criticisms like the Christmas theme in store as too early.
N= 50
What is talked about the brand – Key complain areas

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Actionable complain areas
Playing Christmas carols in the car to walking into this at the container store.....it's just October people #notreadyforchristmas
cash register not working
cash register not working
Too early for Christmas
The Christmas theme in the store also draw criticism. There were customers who complained that it is only October and showing Christmas theme is too early.
Decorating the store when the occasion is round the corner might be the best way to approach this.
Non functional cash register
Customer were not happy when the cash register is not working.
Price conscious customers
“There were But a simple plastic box costs 20 times what it does elsewhere. Sorry. My money has to be used wisely” wrote a price conscious customer. In the analysis less than 1% of the customers were price conscious.

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Verbose of the negative conversations
•Has The Container Store (TCS) Hit Rock Bottom?
•The Container Store has turned into one of my worst all-time investments. It sucks cuz I love the stores. It's a train wreck though $TCS
•Figures lie and liars figure....if there are three employees, one makes $125,000, the other two make $12,500 each.
•RT @kastacholamine: Too fucking soon, Container Store. Also your entire existence is the definition of a first world problem. http://t.co/a…
•From John K Jerome playing Christmas carols in the car to walking into this at the container store.....it's... http://t.co/m32wXkemT3
•But a simple plastic box costs 20 times what it does elsewhere. Sorry. My money has to be used wisely.
•You used to be in my area, O.P., KS...miss you.
•@ContainerStore oh I have. Especially since at my next visit I was told NO, I could not have a paper bag. Why sell sustainable items?

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Opportunity for new store
Places requested or suggested by customer for new store
1.Tulsa
2.Memphis
3.Milwaukee
4.Hollywood
5.Appleton
6.Tucson, Arizona
7.Machigan
8.Lexington
9.Norfolk
10.Poufhkeepsie
11.Clarksville
12.Centennial Hills, Las Vegas
Sample conversations

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Interesting observation from customers
“Trouble with the Container Store is that plastic boxes don't degrade and no repeat buyers! They better start selling cardboard boxes.” wrote a twitter user.
One Twitter user pointed out that the plastic boxes do not degrade as a result the repeat purchase is less

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What do customers think about the store?
I want everything from the store
Makes me feel in control
Could spend and entire day at the store
My closet looks great
Obsessed
Excited
enjoyed the store experience
Feel organized
Life is organized
Cannot live without it
I want everything there
I want everything from the store
Always buy more than intended
my home is organized
Place to hang out
Customers feels their life is organized because of the Containers store. Some of them even said they could spend their entire day at the store. There were customers who said they love to hang out in the store. Just walking in the store makes their life better.
Word cloud of the conversations from the existing customers

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https://twitter.com/IGGYAZALEA/status/522950479672647680
Sample conversations

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CUSTOMER INSIGHT

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Who is talking about your brand?
AGE AND GENDER
61%
FEMALE
39%
MALE
11%
23%
35%
31%
AGE DISTRIBUTION
13-20
21-30
31-40
40+
GEOGRAPHY DISTRIBUTION
29
25
16
12
10
10
7
7
6
5
5
5
4
4
3
3
3
3
3
2
New York
California
Texas
Illinois
Florida
Washington
South Dakota
Pennsylvania
North Carolina
Virginia
Georgia
Utah
Colorado
Oregon
Indiana
Massachusetts
Connecticut
New Jersey
District of Columbia
West Virginia

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Who is talking about your brand? - Affinities
65%
56%
53%
53%
51%
50%
37%
32%
28%
24%
11%
4%
4%
Sports
Music
Food, Drinks
Photography
Politics, Current…
Religion
Beauty, Fashion
Technology
Fitness, Exercise
Movies
Blogging
Cooking
Travelling, Adventure
Two third of your potential customers are interested in sports
Analysis of the interest is based on those who talked about your brand.
Illustrative data

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Suggestions
•Decoration for festive events needs to be started when the event is around the corner. There were customers who do not like the decoration for Christmas started in October.
•“Getting organized” can be the continuous theme for Marketing campaigns

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