Social media benchmark finds retailers increase following and revenue after introduction of so-called 'f-commerce'
Social media benchmark finds retailers increase following and revenue after introduction of so-called 'f-commerce'
Retailers continue to attract tens of thousands of new followers every month across social media sites as the popularity of Twitter and Facebook continues to grow with the introduction of 'f-commerce'.
The latest social media benchmark results from eDigitalResearch found that Facebook remains the most popular site for retailers to connect with online consumers, with Amazon attracting the largest number of new followers since the beginning of the year.
F-commerce pioneer ASOS has added over a third of its total current following in the past three months alone after opening the world’s first Facebook store in January 2011.
Top retailers keep up with trends
Assessing 73 of the UK’s leading retail brands, eDigitalResearch found that nine out of the top 20 retailers are already offering consumers the opportunity to shop from their social media accounts. And it is now a pivotal feature in running a successful social media campaign. Retailers, including JD Sports, are importing website payment systems directly into Facebook, while others, including Harrods for example, are linking directly back through to product pages on their website.
Derek Eccelston, research director at eDigitalResearch, explained: “Retailers are beginning to understand that consumers who interact and follow them on social media sites are more likely to be engaged with the brand, and therefore are more likely to make a purchase. By offering consumers the opportunity to shop from within their own online social space, retailers are now able to increase revenue streams and build stronger relationships with their customers”.
Fashion retailers continue to dominate the Facebook and Twitter league tables, with Topshop the only retailer in the study with over a million followers on Facebook. Results also indicate that retailers who established social media accounts from the outset continued to top league tables and attract new followers.
The researcher's third social media benchmark study continued to highlight several retailers who are establishing Facebook and Twitter accounts, having had little social media presence in previous waves. The Carphone Warehouse for example has jumped an impressive 11 places up the table, adding 65% of its total following in the past three months alone. Its revamped Facebook page mirrors the brand's website and includes innovative and bespoke features, such as customer advice videos, providing what eDigitalResearch said was best practice for other High Street retailers to follow suit.
Keeping their finger on social pulse
Understanding the importance of connecting with users on Facebook and Twitter, eDigitalResearch recently developed new survey features designed to help brands increase their social media presence, encouraging respondents who rate products and services highly to recommend brands to their online friends and ‘like’ the company across various social media platforms.
Eccelston continued: “The biggest challenge for retailers going forward will be finding content that fits across both traditional Facebook and Twitter sites and their mobile application counterparts. As we continue to witness the dawn of mobile e-commerce, where the consumer now has the power to interact with brands when, where and how they want, it is essential that retailers co-ordinate channels, making them coherent to customers.”
The survey did however find that there were still a handful of major retailers who, as of yet, had little or no social media presence. It is vital that these retailers begin to establish themselves on sites to help foster consumer relationships, gain customer insight to develop brands and improve upon current market positions, added the research firm.
