THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
Retail Solutions
Food & Drink
Retailers more than double their following on social media sites

The popularity and uptake of retail brands on social networking sites shows no signs of slowing down.


Retailers more than double their following on social media sites

The popularity and uptake of retail brands on social networking sites shows no signs of slowing down.

The majority of retailers have more than doubled their following on various social media platforms over the past six months.

New research from market research company eDigitalResearch, shows that Facebook remains the most popular site for retailers to connect with online users, with Topshop now actively engaged with well over 1 million customers via the site.

Assessing 72 of the UK’s leading retail brands with their Social Media Benchmark, eDigitalResearch found that fashion retailers still have a significantly stronger presence across all social media platforms than other retail sectors. Looking at Facebook pages alone, established high street favourites Topshop and River Island maintained their leading positions taking the top two places, with New Look, Next and Amazon completing the top five.

When looking at Twitter the study found that Topshop had taken the top spot again, whilst companies across other retail sectors made significant improvements. Pure-play etailers ASOS and Amazon have taken significant advantage of their online customer base to come second and third, investing heavily in the platform with numerous branded pages dedicated to various aspects of the business, including customer service.

Derek Eccleston, Research Director at eDigitalResearch, comments, “Given the increase in online and mobile activity over recent months, it’s no surprise that the popularity of social media sites has increased. Our research clearly shows that consumers are increasingly using the platforms to communicate issues and ideas to retailers, and with ASOS set to open Europe’s first Facebook store, it is vital that brands have a strong presence on these sites. What retailers need to ensure, however, is that they are making the most of these loyal and dedicated online users to gain feedback, insight and create brand advocates with an innovative and effective social media strategy, which is constantly monitored”.

Encouragingly, the study also found several retailers who had no social media presence in the last study have now have established Facebook or Twitter campaigns. Supermarket Sainsbury’s has rapidly increased its following on both sites, with an innovative and effective social media campaign, providing industry best practice for others to follow suit. Fostering interaction with recipe ideas and exclusive content, the grocery store also actively invites users to give feedback through discussions and quick polls, gaining insight and understanding the wants and needs of their online customer.

Worryingly, some retailers still have limited or no presence on social media sites. The majority of fashion retailers aimed at an older demographic or home and leisure brands all scored particularly low. The challenge for these brands going forward will be to find engaging content that will encourage their core target market to actively log on and get involved.


Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy