TECHNOLOGY

Study: Consumer engagement with retailers on social media declining

BY Deena M. Amato-McCoy

The number of consumers who engage retailers on social media platforms are falling. But consumers who regularly use a retailer’s social network are still the most profitable.

Consumers who regularly engage with a retailer on social media spend 19% than the average consumer, according to data from social media data and analytics company, Shareablee. What’s more, lifetime spend at that retailer increases 51% among those who regularly engage with them on social media.

The data also revealed that total engagement across social media platforms in the retail industry has declined 2% for the year. As a whole, the retail industry experienced a 15% decline on Facebook engagement, alone.

Despite these drops, overall, the retail industry saw a 46% increase on social-influenced clicks, and retailers/brands experienced a 53% increase on clicks. Specifically, big-box and department stores saw an 11% increase in engagement on Instagram, and retailers/brands saw a 22% increase in engagement on Twitter.

Sephora was the top performing big box/department store in terms of total actions, which reached 17.5 million overall. Ulta Beauty (4.8 million), Nordstrom (2.7 million), Hobby Lobby (1.8 million) and Guitar Center (1.4 million) rounded out the top five.

In 2016, Amazon and Whole Foods ranked among the top ten big box/ department store social brands, however only Whole Foods made the top 10 this year. Whole Foods saw its total actions drop from 2.6 million to 1.3 million, while Amazon saw a drop to 547,134 actions from 1.2 million, the study said.

Meanwhile, Target climbed 23 spots in the rankings, to be the tenth most engaged with big box/department store. The company saw its actions rise to 1.04 million from 367,091. Macy’s also saw a large jump, rising 12 spots, a move that made it the eighth most engaged big box/department store retailer on social media.

In the general retail category, FashionNova was the most engaged-with brand, with over 100 million total actions. Kylie Cosmetics (80 million), Victoria’s Secret (78 million), Urban Outfitters (48 million) and Forever 21 (30 million) were among the top ten most engaged with retail brands, according to the data.

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