June 2012 UK Facebook Commerce Index (UK FBCI)
Note: The ChannelAdvisor Facebook Commerce Index is a new way of tracking Facebook Commerce introduced by ChannelAdvisor in the USA in February of 2011. You can read the background information, schedule, etc. in this introductory post. The UK version was launched in May 2011.
June 2012 ChannelAdvisor UK Facebook Commerce Index
June was another busy month in the UK FBCI, from Wimbledon promotions to the Tour De France, not to forget the Euros, our retailers were sports fanatics this month! We saw an addition of 788, 797 throughout our Top 25, an increase of 4%. This month also sees the addition of a new brand to our index, e.l.f cosmetics, and already e.l.f has soared into our Top 25 chart to number 23!
In addition to e.l.f Cosmetics, we’re keeping a close eye on some of our biggest UK brands – New Look are now a mere 7,000 fans behind ASOS, having dramatically closed the gap over the last few months. We can see a big upset on the horizon within the next month or two, with New Look looking likely to steal the number 2 slot away! This month, New Look added 35,000 fans compared to ASOS’ 31,000 so, if New Look can keep this momentum up, we could see it jumping up the table within the next two to three months.
We were keen to find out more about e.l.f Cosmetics, our newest addition to the UK FBCI, so have done a little digging...
e.l.f stands for “eyes lips face”, and came to British shores in 2007 having built up a huge following in the USA since its 2004 launch – its philosophy is to be able to provide the best possible value to its customers without compromising on quality, and the company has built up a celebrity following with fans including Eva Longoria and Alicia Keys.
e.l.f's website screams social, with huge banners promoting its Facebook and Pinterest pages and when you visit its Facebook page it is clear that a lot of time and effort is invested to make this a hub for customers and fans of the brand.
e.l.f's Facebook page contains competitions galore, and many large discounts. One of its more recent competitions was its “Elf On Location” contest, where customers were asked to submit a photo of themselves wearing e.l.f make up . However, by far the most popular tactic to encourage new fans this month was e.l.f's promotional “wheel”, where new incentives are released with the achievement of each "Like" milestone. This is a really interesting promotion, as it’s not often that fans see previews of the “rewards” on the horizon.
It is clear how important Facebook is to e.l.f when you see what an engaging and rewarding Facebook page it has created. This is definitely going to be one to watch – let’s see how quickly it hits the 400K target (and what the incentive will be!)
Amazon is definitely a notable performer in this month's table. The marketplace giant has leapt up three positions this month as it continues its phenomenal growth trend. In the past, we’ve profiled Amazon.co.uk in our Index, when we first noticed it was really growing its number of fans, and since then Amazon's growth really has been staggering. In January this year Amazon sat outside our Top 25; today, not only is it at number 16 in our table, but is also June's top grower by both percentage and number, having added 31% (over 133,000 fans!) over the month of June.
So what is driving this growth?
Amazon’s page is significantly cleaner than when we previously focussed on them, which is great to see, and it’s also fantastic to see much more social engagement than before between Amazon and its customers.
There are more competitions, such as a Kindle prize draw and Aerosmith concert tickets, as well as the regular stream of Deals – and all of this seems to be encouraging more and more Likes.
Coming in just behind Amazon this month, with 30% growth over June, is Boux Avenue. Boux Avenue is a lingerie brand from Theo Paphitis, which launched in Spring 2011 and has already launched 11 stores across the UK (and signed up Strictly Come Dancing star Ola Jordan as their face of Summer 2012). Its Facebook page is run by “Miss B” which adds a nice twist, and its timeline and content is strong, with competitions, sale promotions and “hot topics” – such as its spin on Wimbledon.
This is a brand that we will be keeping a close eye on – it might have some way to go before it starts to challenge La Senza for a position in our Top 25 but we’re sure Boux Avenue will be making waves before too long.
High street favourite Halfords has had a really successful month. By taking advantage of the cycling season, Halfords has increased its fan count by nearly 18,000. The Tour de France has been a driving force in Halford's success this month; by following each stage of the Tour – and including detailed reports and insight into the riders and terrain (mountains, time-trials, sprints etc.) – Halfords has cleverly leveraged one of its core product offerings, and coupled that with a Tour de France fantasy game (complete with prizes), and a competition to win a brand new bike.
All this has seen them leap up the Top Growers by % table to number 4. Good work Halfords!
The mighty global grocery retailer Tesco continues to put pressure on its competitors. Tesco's Facebook page includes the use of plenty of colour, user-generated content, competitions (across multiple categories) and easy access to customer services. With impressive growth of this month – bringing its total fan count to 839,000 – Tesco remain a leader in our Index in 7th spot.
Tesco has a really charming and engaging Facebook page. This month its featured posts includes topics such as Wimbledon, Father's Day, football tournaments and the weather! Our favourite post this month was a competition that allowed fans to decide on the design of this year's Tesco Christmas cracker. This competition received almost 14,000 comments and 4, 827 Likes, clearly proving that Tesco has a fantastic understanding of its fan base.
This 10% increase in fans also sees Tesco tucked in behind Amazon (albeit by a good 20%) as the second-biggest June grower in our Index. What makes this data point all the more impressive is that it represents an increase of nearly 80,000 more fans – that cumulative growth figure puts Tesco head and shoulders above all but the biggest retailers in our Index – the likes of ASOS, Topshop, New Look.
That's it for the June edition of our UK FBCI. With a new addition to the Index and spectacular growth, this was an exciting month! With the Olympics just around the corner, we are expecting July to be another successful month for UK retailers.
As always, let us know if you see any interesting promotions or best-practices and we’ll be sure to highlight them in future editions of the UK FBCI.