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Case studies: Next up to a new level

Next is highly visible in the UK market, where it is easily found through search, and it is active on social media. Now it is working to extend its brand reach both at home and abroad.

The clothing and homeware retailer scores highly in the Brand Engagement Dimension, where it ranks fourth for its visibility in search and for its active social media engagement. Search reach is 48.5% for keywords related to Next products, demonstrating its prominence

in a competitive and difficult-to-reach market. Next’s customers choose to engage with it through social media. Its 1.5m Facebook page Likes, at the time of measurement, are 53.7% higher than the average for Top500 retailers.

Activity on the page is high, with customers commenting on Next’s product posts and recommending them to their own friends, as well as asking practical questions about delivery and returns. The retailer responds in a timely manner to questions, while also running competitions and offering discounts to encourage trade.

Next gives its customers plenty of choice about how they get in touch: four more channels than the average for the Top500, including an Instagram account dedicated to menswear. On Twitter, Next has both an ‘official’ channel,

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