New index launched to track retailers’ success on Facebook

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ChannelAdvisor, the global e-commerce specialist, has launched an index to track the success of UK retailers’ Facebook strategies.

According to the company, its Facebook UK Commerce Index (FCI) will provide an ongoing analysis of over 100 of the UK’s top retailers on Facebook, tracking the growth of each company’s following as well as charting the emergence of Facebook as a primary sales channel for UK businesses.

The inaugural report finds Topshop is leading the way in the UK, with more than 1,400,000 Facebook fans; almost 50% more than the second placed brand, New Look. With River Island, ASOS, Next and Net-A-Porter also in the top six, it seems fashion brands are leading the way when it comes to turning potential and existing customers into fans, said ChannelAdvisor. In total, 13 of the top 25 brands on Facebook are fashion or apparel retailers.

On average UK retailers saw their Facebook followings grow by 16% during May 2011, although a number of brands managed to achieve significantly higher growth. Chemist Direct, Screwfix, Molton Brown and Sports Direct all grew at more than 40%, the Index reveals. However, the most successful company this month in terms of growth was photography specialist Jessops, which increased its following by 135%, thanks primarily to its My Perfect Moment campaign.

James Scott, MD, EMEA, ChannelAdvisor, said: “With nearly 700m users worldwide, Facebook has rapidly become one of the most important online channels for retailers. The ChannelAdvisor FCI will track the growth of Facebook as a retail channel and identify the brands and strategies that are resonating most with consumers.

“Our UK analysis has shown, as in the USA, fashion brands are leading the way when it comes to engaging Facebook users with Topshop the obvious star performer. Only time will tell whether it and its high street rivals can maintain the fashion sector’s dominance in the coming months but, with more and more brands looking to develop an active Facebook community, it’s certainly going to be a competition worth keeping an eye on.”

Overall, the top 25 retailers in the UK by total fan count for May 2011 were:

1. Topshop

2. New look

3. River Island

4. ASOS

5. Next

6. Net-A-Porter.com

7. Marks & Spencer

8. Chain Reaction Cycles

9. JD Sports

10. Phones4U

11. GAME

12. Topman

13. Sainsbury’s

14. Dorothy Perkins

15. Argos

16. Harrods

17. TK Maxx

18. Joules

19. Carphone Warehouse

20. Superdrug

21. Monsoon

22. Miss Selfridge

23. Republic.co.uk

24. Amazon.co.uk

25. Debenhams