B&M is outperforming its European competitors on social media, according to analysts at the Royal Bank of Canada (TSX:RY).
The broker notes that the discount retailer is top in terms of sentiment and emotion, using online promotions to achieve positive interactions with customers.
B&M also scores well on RBC’s tracker on product variety, largely thanks to the way it regularly switches fast-selling lines.
RBC also points out that Primark, owned by Associated British Foods, is seeing greater sales thanks to an improvement in its digital offering.
“Other improvements include its social media campaign, as well as new collaborations and collections such as The Edit, and strength in its licenses business,” the broker said.