Retailers urged to look beyond Facebook for social commerce
The comparison made by social integration and recommendations engine, nToklo, suggests that these retailers have a much larger captive audience on their own sites to draw on for brand loyalty than they are likely to garner through developing a store on Facebook.
nToklo urges brands to take advantage of their large existing communities by adding social features to their existing sites, rather than just focusing on developing a Facebook store to satisfy a social commerce proposition. Social features also help retailers to ‘get to know’ their website users and play a similar role to loyalty schemes in developing a clearer audience view for more targeted marketing says nToklo.
nToklo looked at the monthly website traffic of ten top online retail sites from a UK and global audience and compared this with the number of global Facebook ‘likes’ (using this measure as a loyalty metric) on each brand’s main official page. The biggest difference came with Tesco and John Lewis which had 3.2 million and 1.5 million unique UK users respectively, compared with just over 61,000 and 31,000 Facebook fans. ntoklo said tha these statistics show that these retailers have a captive audience on their website of 52 and 48 times the size their corresponding Facebook page audiences.
Gareth Mee, CEO, nToklo said: “While Facebook ‘likes’ is certainly not the be-all and end-all when it comes to measuring a brands’ engagement on the social network, it does give a good indication of how much larger the captive audience top retails brands already have on their website is than the audience they are likely to reach through a Facebook store, certainly in the short term. The message here is not ‘don’t try to sell on Facebook’, but retailers should be taking a multi-pronged approach to social commerce, adding social features to their own sites to drive engagement, sales and to get to know more of their users.”
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