The world has gone online and so has the retail. Even the quintessentially physical retailers with no plans to foray into ecommerce in near future make sure that there presence is felt and well recognised on the digital platform. September 2015, when Swedish fashion retailer H&M forayed in India, it made sure the online media was painted in red and white, with numerous campaigns running on their pages especially on Facebook. Similar was replicated by US street fashion retailer Aéropostale that made its entry in India in November 2015.
While there exist a number of social media platforms, Facebook still rules the rooster for most brands when it is about driving traffic, building a fan base, engaging consumers and thus driving sales. This is even more in case of lifestyle brands that certainly know the worth of sharable content.
According to a study by ComScore for Wal-Mart, consumers who have ‘liked" the Wal-Mart Facebook page are 40 per cent more likely to make a purchase from Wal-Mart than those who have don't ‘like’ the page.
Commenting on the usage of social media, Vivek Bali, Business Director and Chief Executive with Sephora India said, “Whenever we launch any new store, we go all out on social media with campaigns. One of the important campaigns we do is the ‘hunt for Sephora Girl’ on Facebook, which helps us engage with the target group in a better way.”
Though social media in any form helps build consumer interaction, Facebook makes its happen in even customized way. In words of Vasanth Kumar, Executive Director, MAX, “The transactions undertaken by millennial generation today, which forms the core target audience for the brand, are digital in nature.”
“connecting with bloggers using social media is the need of hour, much as it is partnering with the traditional media to leverage their digital initiatives,” Kumar added.
Who is leading the battle of ‘likes’?
H&M, the brand going all out on expansion and acknowledged for its off-the-beat social media campaigns and flash mobs has witnessed the week-on-week growth of 34.1 per cent and has recorded over 27 million likes on its Facebook page.
GAP launched sometime before H&M, has been really high on consumer engagement leading to 498 per cent surge in w-o-w likes taking the global fan base to 7 million.
Shoppers Stop, the home-grown retail brand with highest fan following in the country (8.2 million) witnessed 276 per cent surge in new page likes over past one week.
Landmark Shops owning Max Retail and Lifestyle in India has grown by 24.2 per cent over a week taking the total fan base to 1.8 lakhs.
Despite of filing for bankruptcy, Aeropostale has clocked 23.7 per cent surge in terms of fan base thus taking the count to 10.6 million.
The latest entrant in the list is Zara’s sister concern - Massimo Dutti that has recorded 12.3 per cent increase in its fan base after the bran forayed in India last week. On contrary, Zara recorded growth of less than 1 per cent on its Facebook page.