Discount retailers are competing more intensely than ever to win consumer loyalty and dollars. Although diverse merchandise and product assortment is key to the success of leading retailers such as T.J.Maxx, Marshalls and Kohl’s, results from NetBase’s Brand Passion Index reveal that overall customer experience is a vital part of obtaining positive sentiment. NetBase is a social media insight and analysis company whose solutions are sold worldwide by SAP. During a 12-month period ending February 2011, the firm gathered data, via its Insight Workbench tool, concerning consumer behaviors as well as emotions and opinions of discount retailers. Insight Workbench allows brands and retailers to extract customer perceptions from social media discussions. As a result, companies can achieve greater brand health and capitalize on customer opinion more effectively, according to Lisa Joy Rosner, CMO of NetBase.