ASOS has seen its social media followers grow faster than other UK retailers over the last three months, according to the latest Social Media Benchmark.
The report from eDigitalResearch shows that ASOS has attracted almost half a million new followers since April 2011, twice as many as any other retailer listed in the report. It’s done that with a campaign directed at its online customers and through the expansion of its Facebook store. It’s also encouraged users onto its social media pages through the use of exclusive offers and sale previews.
Meanwhile TopShop continues to top the Social Media Benchmark league table, with 1.5m fans on Facebook alone. Between them the top 20 retailers, as listed on the benchmark report, which assesses 100 UK retailers, have almost 8m followers.
“As retailers begin to understand how to communicate with online shoppers across social media platforms, more and more users are willing to engage with brands within their own personal online space,” said Derek Eccleston, research director at eDigitalResearch.
“We’ve already seen from some of our previous research that a small, yet significant, percentage of UK consumers are beginning to use social media as an opportunity to shop and browse. We would expect this number to grow and grow in the coming months as retailer’s social media following continues to increase, allowing them to strengthen bonds with customers and increase revenue streams."
The report found that 12 of the top 20 Facebook pages are selling to followers from the site, either directly or by channeling users to their website’s product pages.
Retailers which improved their position over the last three months included supermarket Tesco, climbing 25 places up the table.