Note: The ChannelAdvisor Facebook Commerce Index is a new way of tracking Facebook Commerce introduced by ChannelAdvisor in the US in February of 2011. You can read the background information, schedule, etc. in this introductory post. The UK version was launched in May 2011.
January 2012 ChannelAdvisor UK Facebook Commerce Index
The New Year has brought another fascinating Index, with January seeing an impressive addition of 905,792 fans, a growth of seven percent. The top 10 remain unchanged; however there were some shake ups in the teens of the top 25. Accessorize, Jack Wills and boohoo.com have all increased a rank in this month’s Index, while Argos, Phones4U and Chain Reaction Cycles have all slipped a place despite each experiencing growth in January. Asda saw the largest percentage growth of January with 59% growth, followed hot at the heels by Matalan at 55% and Wiggle with 32% growth.
Topshop, boohoo.com and New Look are the top 3 growers of January, accounting for a remarkable 30% of the fan growth, or 276,518 additional fans. Topshop continues its unstoppable rise without competitions or promotions, but gains fans through fun engaging comments, daily fix pictures and predictions of the top trends for 2012. Boohoo.com and New Look take a different approach by heavily advertising January sales and using competitions for fan acquisition.
Online fashion retailer Boohoo share style and fashion advice, offer promotions and chat with customers on its Facebook page. The main driver to this month’s increase was a combination of heavily advertised January sales and a competition to win a Fiat 500. When a fan entered the competition they would be eligible for free delivery, and if 5 friends enter the competition there is a chance to win a Fiat 500. This competition has been very successful in expanding the fan base and driving the retailer to number 2 in our top growers list!
Asda has been the largest percentage grower in the Index this month, growing by 59%. Asda has taken a very social and engaging approach with its fans, and this in turn has boosted numbers consistently over the past few months. On its website, Asda tell customers to follow Asda on Facebook, share ideas and help shape what they do. They follow through on this by launching a new flavour of Haggis pie and giving fans the option to choose the range of clothes.
Matalan were a new entry to the Top % Growers list with an incredible 55% increase in its fan base in just one month. Matalan uses its page very well to display its products, offers and provide customer service. Matalan are constantly engaging with fans through polls and chat groups. However, the main driver for the dramatic increase was a competition to win a year’s worth of household energy, which drove a large number of leads.
January saw some nice growth for Accessorize, with an impressive 53,803 fans liking their Facebook page, which works out at 15% month-on-month growth. Their approach is simple – regularly engage with fans sharing new products and special offers, all with bright colours and a fun approach. Like Topshop, there are no competitions. Despite having pages for individual countries (e.g. Accessorize Germany and Accessorize Poland) there are many international shoppers interacting on their wall so this is great brand building for Accessorize across the globe.
As a whole, these retailers captured the attention of customers and Facebook throughout January. January sales were a hot topic along with the Spring/Summer collections, spring cleaning and New Year’s Resolutions. Retailers also used multimedia to share products in more interactive ways, also sharing more of the brand’s personality with fans. Looking forward to February!
Blog post by Simon Besley and Vanessa Harpley, Account Managers