STATE OF REPUTATION
Overview of the digital reputation of physical stores on Google.
The largest online reputation study of Brazilian supermarkets and wholesalers.
BRANDS ANALYZED IN THE REPORT
2024
Period
57
Brands evaluated
3.665
Stores
439.450
Reviews analyzed
Key findings of the report
Find out if your company is among the best in its segment, according to the most relevant indicators for your business success based on online reviews.
4,5
sector max
Segment Note
Compare your supermarket chain's average rating with the leading brands in the sector. Only 22 out of 40 brands achieved ratings between 4 and 4.4 stars — none exceeded 4.6. Brands like Jau Serve, Koch, Savegnago, and Zaffari stood out with the best ratings, while OXXO, Pão de Açúcar, and Extra face reputational challenges.
98
store reviews
Number of Reviews per Location
The average was 98 reviews per store in 2024, but only 12 brands exceeded 150 reviews per unit. Atacadão, Condor, and Assaí lead in volume of comments, while chains like Smart, OXXO, and Minuto Pão de Açúcar have engagement well below the sector average
36%
average rate
Response Rate
The average response rate was only 36%, showing that most chains still don't fully leverage the potential for customer engagement. Muffato, Oba Hortifruti, and BH are positive examples, with rates above 94%. Responding to reviews is fundamental for attracting and retaining customers, as well as improving Google ranking.
73%
feeling +
Sentiment of Reviews
Ideally, at least 85% of reviews should be positive, but the sector only achieved 73%. Only Koch and Jau Serve met the target. OXXO, DIA, and Pão de Açúcar showed the lowest rates of positive sentiment, revealing opportunities for improvement in the customer experience.
Textual Analysis with AI
Identify which aspects of your service are standing out – positively or negatively. Customer service, parking, products, and delivery are the most frequently discussed topics. Compare your strengths and areas needing improvement with the largest chains in the country. Where can your company improve to reach a level of excellence?
Regarding the report
Harmo presents another groundbreaking report, State of Reputation: Overview of the Digital Reputation of Physical Stores on Google in the Supermarket and Wholesale Sector, an in-depth study that seeks to understand, from the perspective of the online reputation of 57 selected brands, the competitive landscape of the segment on Google.
Based on a meticulous analysis of over 439,000 customer reviews collected throughout 2024 from more than 3,600 supermarkets and wholesalers with an active presence on Google Business Profiles, the report presents detailed data, both quantitative and qualitative, on the consumer experience when using Google to choose a business.
By establishing the industry's first benchmark based on public evaluations that represent the genuine voice of the customer, the report empowers managers and professionals in the sector to make performance comparisons, identify opportunities for improvement, and plan new strategies for their businesses.
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