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.
July 2011 ChannelAdvisor UK Facebook Commerce Index
Welcome to the third monthly UK Facebook Commerce Index, which includes not only the Top 25 brands by number of fans, but also the Top 25 by growth (both as a %, and by actual fans).
Not only is the total fan count up by 6% on June’s figure, but we continue to see both Tesco and ASOS’ inexorable surge up the rankings – the former topping our growth list (with 89,956 extra fans since June), the latter with another 81,831 fans.
These two retail powerhouses now occupy positions 4 and 11 in the top 25.
A couple of reasons behind ASOS’ impressive form of late could well be down to their ‘page within a page’ Facebook format; their ‘Instagram’ page affords fans a peek into what’s hot in the world of fashion, as well enabling fans to upload snapshots of anything ranging from music, to clothes, to events – a really clever interactive tool.
As well as entering the ubiquitous competition, fans of ASOS are also kept up to date with current style news (as you might expect), which this month includes the chance to see who won the ‘ASOS Future Stylist 2011’ crown.
Naturally, one has to ‘like’ this latter page to access it –a rather less-imaginative way of harvesting your Facebook loyalty…
Still, ASOS’ rise and rise has no doubt also boosted by its sales figures – not only have sales soared by an impressive 69%, but over half of those sales come from outside the UK, a surefire way of building that fan base.
Meanwhile, Tesco’s continued drive to ‘own’ the customer is apparent in their multi-faceted fan page. Competitions again dominate, but Clubcard holders are also encouraged to engage, and there’s a recipe page and an ‘offers’ page – a plethora of different angles from which to entice the Tesco shopper.
Despite their relatively humble fanbase, baby products retailer, Kiddicare, has surged to the top of our monthly growth table – with a 163% growth in fans. Established in 1974, Kiddicare is the largest online nursery and baby supplier in the UK and – in an interesting move – was purchased by the supermarket chain, Morrisons, back in February 2011. We will monitor their fledgling Facebook presence with interest.
Significant others include River Island, who passed the 1 million fans point for the first time, and both John Lewis and Dorothy Perkins – they increased their fanbases by 51% and 57% respectively. Impressive stuff.
UK Facebook Commerce Index by Simon Besley, ChannelAdvisor Key Account Manager II