Facebook Commerce Index: Tesco and ASOS rise up UK rankings

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ASOS: growing fan base

ASOS: growing fan base

Tesco and ASOS are growing their fan base on Facebook and have moved up the rankings in ChannelAdvisor’s UK Facebook Commerce Index in July 2011.

Tesco has added 90,000 extra fans since June, making it 11th in the overall top 25 league. ASOS has added nearly 82,000 fans, placing it fourth overall.

Other significant movers include baby products retailer, Kiddicare, which is the fastest grower with fan count up by 163%. River Island passed the one million fans mark, and John Lewis and Dorothy Perkins increased their fan base by 51% and 57% respectively.

Simon Besley, key account manager at ChannelAdvisor, said there were a couple of factors behind ASOS’ impressive form such as its  ‘page within a page’ Facebook format; its ‘Instagram’ page, which lets fans 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.

ASOS fans are also kept up to date with current style news, 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…

Tesco is continuing to drive to own the customer with a multi-faceted fan page, said Besley.

“Competitions dominate, but Clubcard holders are also encouraged to engage, and there’s a recipe page and an ‘offers’ page – a plethora of different angles to entice the Tesco shopper,” he said.

Despite a relatively humble fanbase, baby products retailer, Kiddicare, has surged to the top of the monthly growth table. It was acquired by supermarket chain, Morrisons, in February 2011. Besley said the Index will monitor its fledgling Facebook presence with interest.