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Twitter is a fantastic way for brands to communicate with their customers, though all too often they overlook the social element of social media.
We’ve all seen companies that just use Twitter and Facebook to churn out marketing messages, but generally they are short lived experiments that fail to deliver any real value to the business.
But rather than dwell on the failures, I thought it would be interesting to investigate the social strategies of some of the most successful retailers on Twitter.
According to eDigitalResearch, Topshop, ASOS, Net-A-Porter, Harrods and Selfridges have the highest number of followers among UK retailers, so here’s a look at what makes them so damn popular.
Live chat is still a relatively new customer service channel, though it’s proving to be an increasingly popular method of communicating with brands.
Stats from BoldChat show that more than 65% of US online shoppers have used live chat, up from 50.4% in 2009.
The figure is slightly lower in the UK but still growing at 53%, up from 41% in 2011.
The same research shows that 31% of respondents would be more likely to purchase after a live chat, however this stat should be treated with a decent amount of scepticism, as it’s difficult for people to accurately predict their future purchase behaviour.
Basket abandonment is unavoidable for e-commerce sites, as no business will ever achieve a 100% conversion rate.
As these stats show, the most common causes are high shipping costs and forced registration, but often customers are simply just browsing for ideas.
However by understanding what causes customers to dropout before completing a purchase and making a few adjustment to the site design, businesses can reduce the impact of basket abandonment.
So here’s a run through of several different studies into what causes people to bail on purchases, as well as tips on how to improve conversion rates...
Tesco’s magazine has overtaken The Sun as the most read print title in the UK, proving that retail brands can become publishers in their own right.
The bi-monthly publication has grown its readership to 7.2m, according to the NRS. By contrast The Sun has a readership of 7.1m.
The retailer’s investment in content is a smart move, and it isn’t alone. Asda’s magazine has 6m readers. The M&S magazine has 3.7m readers. Sainsbury’s has 3.4m readers.
By contrast, the biggest newsstand print magazine is What’s On TV, with 2.2m readers.
This tells us what we already know: original, quality content is king. I’m sure you’ve heard that a million times, but try to avoid growing tired of it.
Much of what we write about on the Econsultancy blog focuses on driving site traffic, improving the user experience and ultimately increasing conversions.
But if you want to make sure that people are happy with the overall sales experience and turn into repeat customers then aftersales care is equally important.
I recently made my first ever purchase from ASOS and was genuinely impressed by the level of email customer service I received while awaiting delivery.
Most e-commerce companies send confirmation emails, but with a few additional messages ASOS went beyond the level of customer service you would expect to receive and really improved my perception of the brand. As a result, I’ll definitely be shopping there again.
Here’s how ASOS does it...
We all know that the size of your Facebook fan base isn’t as important as what you do with it.
But that doesn’t mean that it’s not interesting to look at which brands have managed to rack up the most fans and followers.
The latest update of eDigitalResearch’s Social Media Benchmark assesses how more than 100 of the UK’s top retail organisations by revenue are using Facebook, Twitter and Google+ and how successful they have been.
Here's a summary of some of the results...
ASOS and Topshop are the top performers for social media marketing, according to a new report from Stickyeyes.
The report, which also looked at search rankings among women’s fashion retailers, found that the two brands achieved the top scores for the number of social touchpoints and the level of engagement with consumers.
ASOS is the top performer, achieving 87% on Stickyeyes’ social media score card index. This is a reflection of how they have built and developed a large socially engaged audience.
Topshop came second with 77%, but what do the scores actually mean?
Search marketing agency Stickyeyes looked at how 20 online retailers ranked for a set of item specific and generic search terms.
Generic women’s clothing and fashion terms are highly competitive and are driven by a small number of variants.
For the purposes of this study, the analysis was based on the top ten terms, which include women’s clothing, women’s clothes, and ladies clothing. The results to not include informational sites, such as Wikipedia.
In the battle for fashion shoppers in natural search, research by I Spy Marketing shows that ASOS is trouncing the competition.
The e-tailer appeared in the top ten for 66 out of 72 generic fashion search terms in Google – Amazon was the second best performing retailer followed by Debenhams.
The Fashion Sector Report found that fashion brands and luxury clothes sites, with the exception of Net-a-Porter, were absent from the results.
ASOS is targeted by hackers every hour, which poses a “very real threat” to the site’s security, the company's security officer Michelle Tolbay said yesterday.
Although the probes are generally quite unsophisticated, Tolbay says this is still a "major concern" for the clothing e-tailer.
Speaking at a NetBenefit event on compliance with the Payment Card Industry code, she said that more serious attacks are made once a week on average by hackers trying to steal credit card information.
To coincide with the end of London’s AW12 Fashion Week, Epiphany has released a study that looks at the most visible fashion brands in the UK according to search results.
Using data from five sub-sectors of keywords (fashion, clothing, dresses, jeans and outerwear), the company examined link profiles and tracked which brand appeared in relation to ‘key terms’ for the industry.
When considering PPC, it found clear evidence that fifteen of the thirty-five advertisers featured in the report were running significant campaigns that were regularly running out of budget well before the end of the day.
Last month first direct launched its @firstdirecthelp Twitter feed, to provide customer service support through the site.
Though it’s early days for the bank famous for its innovative use of social media (specifically first direct live and the first direct Labs) – we take a closer look at the things it’s doing right.