House of Fraser grows Facebook fanbase, finds ChannelAdvisor Index


Department store House of Fraser was one of the fastest growers on Facebook, according to ChannelAdvisor’s August UK Facebook Commerce Index (UKFBCI).

It grew its fan base by over 200%, conceivably as a result of its newly-overhauled and re-launched website; which is slick, current and stylish, said ChannelAdvisor.  

House of Fraser has been leveraging its blog for a couple of years now, and ChannelAdvisor expects it to ramp up its activity in this space.

Flower giant, Interflora, also appears to have also found its Facebook feet, the Index reveals. While it still has a relatively small fanbase, it has grown by 150% in the last month. 

ChannelAdvisor credits a 10% off promotion for the gains plus an embedded video, reviews, a customer poll and plenty of photos and information about Interflora products, customers and events. 

Kiddicare’s continued good form in the growth charts is indicative of what you can achieve if you have the resource and inclination to fully engage your customers/fans, said ChannelAdvisor.

“Not only does this baby retailer show exemplary customer service with speedy responses to questions and comments, but their star will shortly be shining offline too – as their Morrison mothership looks to incorporate in-store Kiddicare kiosks by the end of October,” it said.

Another mover in the growth chart is – a ladies’ online fashion retailer, nominated across three different categories in the ‘Company Magazine High Street Fashion Awards 2011’ and a top 10-visited fashion website in 2010, according to Hitwise. It has seen 46% growth in Facebook fans, taking it to just outside the top 25.  

According to ChannelAdvisor, it’s becoming more apparent there’s a correlation between monthly visitors to a retailer’s website and its Facebook fan count. 

However, the disparity in some of the results it has seen so far clearly shows many retailers are not pulling their weight on Facebook – either they don’t understand the opportunity, the mechanics behind a successful Facebook campaign, or they’re displaying breathtaking indifference toward multichannel marketing, it said.

The good news is more and more offline businesses are demonstrating a clearer understanding of the social arena – and those businesses are featuring more and more in the percentage growth chart, it added.