July 2012 has been another busy month in ChannelAdvisor’s UK Facebook Commerce Index (FBCI), with an additional 1.2m fans being added to the Top 25 table alone.
The company said it saw some dramatic movement once again in its Top 25 this month, caused by just two brands – Amazon and eBay.
With growth slowing to just 2% for five of its top six retailers, Amazon and eBay shook up the Top 25 with 58% and 47% growth respectively.
Amazon jumped up six places in just 31 days, and eBay seven places – moving into sixth and 13th positions respectively.
With so many brands keeping their walls private, eBay has taken the step to allow comments to be posted freely. Unlike so many of the brands who don’t manage this channel effectively from a customer service standpoint, eBay is effective at answering questions and responding to comments, said ChannelAdvisor. If on occasion there is negative feedback, eBay responds graciously, in a positive way and with humour.
Not only is eBay responding to posts, it is also busy posting comments of its own – on a variety of topics – such as its self-proclaimed ‘Summer of Sport’ launch and a very topical post on wedding presents, and again, all is done with good humour and fun.
Amazon and eBay’s growth shifted a number of the Top 25 down a place in the middle of the table. However, not everyone dropped down, with Argos managing to increase a position with an impressive 13% growth over the month of July; from 19th to 18th in our table.
Argos has long been at the forefront of online customer engagement, convenience retailing and keen pricing, and its Facebook page ensures those core competencies are well and truly in attendance, said ChannelAdvisor.
Not only does Argos have links to its new catalogue, discount ranges and the latest autumn/winter range, but one of its biggest coups to date has been to leverage the public’s love of celebrity – Emma Bunton is the face of its children’s clothing range, and there is plenty of evidence of that sprinkled throughout the site.
As usual, competitions rule the roost in terms of garnering extra fans along the way, and Argos has seen the obvious benefits of a golden year for the UK – Queen’s Jubilee, Olympics and all – by launching its ‘Celebrate 2012’ competition – only accessible via an embedded Facebook app.