Social commerce IQ retail

Social Commerce IQ™: Retail
Retailers on Facebook
September 7, 2011

Social Commerce IQ™: Retail - Copyright© 2011 8thBridge, Inc. contact@8thbridge.com 1

Executive Summary Social Commerce IQ™: Retail

Report Highlights
Sale Status Updates Have 30% 57% of Product Likes Are
Higher Engagement Rates From Owners

2.37% +30% 57%
1.81%
29%
24% 24%

Sale Status All Status I bought it I’ve heard I want to I want to tell
Updates Updates and liked it good things buy it my friends
about it
Research conducted by 8thBridge
35 Million Facebook Users Have 35% of People Are More Likely to
Shared a Product Buy Liked Items
Do more Facebook Likes on a product page increase
the likelihood that you will buy that product?

35mm 35% Yes
Shared A Product
Haven’t Shared A Product
65% No
103mm

*Based on number of U.S. Facebook users


Welcome Letter Social Commerce IQ™: Retail

Hello,

Social commerce is the new frontier for the retail industry. The space has grown tremendously in the two years since we launched the first store on
Facebook for 1-800-Flowers. Analysts now expect social commerce to be a $10B industry by 2015.

The bullish position many are taking on social commerce is based on a belief that shopping on the social web will deliver a fundamentally better
experience for customers. 8thBridge has been on a mission to reshape ecommerce around people because we believe it too.

We've seen first hand how much fun people have discovering products from their friends on Facebook and how much more useful online shopping is
when its personalized (by real people not math) to your likes and interests. In fact, social commerce experiences much more closely resemble the
offline shopping experiences (minus the lines) that still drive 95% of total retail sales each year.

We are in the early days of social commerce but many brands have launched very innovative initiatives to which others can learn from. We're thrilled
to share this study with you. The Social Commerce IQ™ report ranks how effective brands have been at creating social shopping experiences for their
customers.

In this inaugural report, 8thBridge has analyzed 200 retailers on Facebook and ranked them based on their Social Commerce IQ™. We examine how
these retailers use Facebook and what strategies are the most critical for success. We believe that retailers with a higher Social Commerce IQ™
create better experiences for their customers.

This is a 115 page report so we're certain to have made some mistakes! Please reach out to us at contact@8thbridge.com if you have any feedback
or suggestions.

Warm regards,

Wade Gerten
Founder & CEO
8thBridge, Inc.


Foreword Social Commerce IQ™: Retail

Whatʼs your Social Commerce IQ™? Smart Social
In other words, how smart are you at using social media to When reading the report, it may be useful to consider the
drive business growth? In this report, social commerce findings in the context of three emerging trends in social
specialist 8thBridge benchmarks the Social Commerce IQ™ of commerce.
the top 200 retailers on Facebook.
1. Personalization: Using Facebookʼs social graph to provide
Just as consumers use their social intelligence to shop personalized experiences and offers to customers.
smarter by learning from the shared experience of others, so
too can retailers use their Social Commerce IQ™ to sell 2. Tryvertising: Selling in social media to 'tryvertise' your new
smarter - learning from the experience of businesses that sell products with fans. By getting your products into the hands
smart with social media. When it comes to social commerce and on the lips of your fans first, they will repay you in kind by
smarts, GameStop, Victoria's Secret and Walmart lead the advertising your product by word of mouth to their friends.
field, creatively combining reach, engagement and shopping
activity in social media. Look, Like and Learn. 3. Group-Buy: It's here to stay, customers clubbing together
to buy in bulk with volume discounts - how could you use your
Social Smarts social smarts to help customers buy from you in bulk?
It will be insights from the Social Commerce IQ™ report that
may make the most interesting reading; qualifying truths and Simply reading the Social Commerce IQ™: Retail report will
debunking myths. For example, it turns out that social media boost your own social commerce IQ, learning from the
success is driven largely by post-purchase engagement - and successes and setbacks of others. A wise man, it is said,
thus may be better suited to customer loyalty, cross-selling learns from the experience of others - a fool by his own. But
and up-selling, as opposed to customer acquisition. for your business to profit from selling smart in social media,
Likewise, while Facebook fans Like coupons, they Like sales you'll need to start applying your newfound social commerce
more, and while social used to sit awkwardly with luxury, now smarts. And 8thBridge is there to help.
luxury retailers are trailblazers in the evolution of social
commerce. Dr. Paul Marsden
Social Psychologist & Market Researcher
Social Commerce Today


Social Commerce IQ™: Retail Social Commerce IQ™: Retail

Table of Contents
1. ABOUT REPORT........................................................................................................................................................................6
• Methodology & Research
• Social Commerce IQ Calculation

2. SOCIAL COMMERCE INSIGHTS..............................................................................................................................................12
• Top 10
• Social Commerce IQ™ by Category
• Social Commerce = Balanced Approach
• Facebook Influences Purchases
• Most Likes Come From Existing Customers
• Type of Status Update Affects Engagement
• Niche Markets Drive Engagement
• Shopping Engagement > Total Engagement

3. SOCIAL COMMERCE IQ™ INDEX............................................................................................................................................26
• Social Commerce IQ™ Index Classes
• Category Breakdown

4. ABOUT 8THBRIDGE...............................................................................................................................................................111


1 About Report


About Report Social Commerce IQ™: Retail

Research
8thBridge conducted a survey and researched 200 retailersʼ Fan pages on Facebook.

Survey: Category and Retailer Selection:
8thBridge surveyed 1,202 U.S. residents on their 8thBridge segmented the categories based on the
Facebook usage and interest in social commerce. designation of categories by Internet Retailerʼs Top 500
Survey questions included: Guide.

• Have you shared a product on Facebook? 8thBridgeʼs process to select the 200 retailers was as
• Have you asked for product recommendations on follows:
Facebook? 1. Selected the 10 retailer categories from IR Top 500
• Has a Facebook recommendation ever driven you to Guide
make a purchase?
2. Selected the top 10-15 companies in each category
• Do more Facebook Likes on a page increase the
based on the 2011 Internet Retailer overall ranking
likelihood that you will buy that product?
• On a retailer’s website that has the Facebook Like 3. For each of these companies, 8thBridge selected
button, why would you click the Like button? retailers that have a signiﬁcant presence on Facebook.
For example, each of these companies might own
multiple retailers (EG GAP owns Old Navy and Banana
Republic) - we selected the most well-known retailers.

Research Time Period: July 1, 2011-July 28, 2011



Social Commerce IQ™ Calculation

Reach Engagement Shopping
20% + 40% + 40% = SCIQ



Social Commerce IQ™ Scoring Methodology
Figure 1.0: Social Commerce IQ™ Methodology

Reach Facebook Fans - Number of fans the brand reaches on Facebook

20% Total Status Updates - How often the brand publishes status updates

Engagement Rate - Weighted fan engagement with all fan page status updates
Engagement Landing Tab - Customized landing tab for non-fans
Gaming Tab - Gaming applications for Facebook fans
40% Facebook Upstream Traffic - Percent of traffic that comes directly from Facebook

Shopping Updates - How often the brand publishes shopping updates on Facebook. Includes coupon,
sale, and product posts.
Shopping Engagement - Weighted fan engagement with shopping fan page status updates
Shopping Store on Facebook - Store offered to fans on fan page (Y/N)

40% Store Finder Tab - Store finder application offered to fan on fan page (Y/N)
Customer Service Tab - Customer service offered to all fans on fan page (Y/N)
Facebook integration on Website - Facebook integration on website. Includes Facebook Login,
Facebook Like button on product pages, FB Share, Send, and Like Box plugins.



Social Commerce IQ™ Scoring
Figure 2.0: Breakdown of scoring
Facebook Upstream Traffic Score Shopping Status Updates Score
Range Score Range Score Calculating Engagement
2-5% 1 1-10 1

( ) )
Total Interactions
5.01-8%
8.01-11%
2
3
11-25
26-50
2
3
( Expected Fan Impression X 100

Status Updates
11.01%+ 4 51+ 4

Total Status Updates Score Total Engagement Score
Range Score Range Score Total Interactions = Likes + Comments
1-20 1 .5-1% 1
Effective Fan Impressions = Number of
21-50 2 1.01-1.5% 2 Fans x % of fans seeing daily posts (see
51-100 3 1.51-2% 3 below)
101-125 4 2.01-2.5% 4
% of fans seeing daily
126+ 5 2.51%+ 5 No. of Fans
posts
Shopping Engagement Score 1k-10k 9.38%
Range Score
10k-100k 6.02%
.01-.5% 1
100k-1mm 6.11%
.51-1% 2
1mm+ 2.79%
1.01-1.5% 3
Table Source: AllFacebook.com. Data Source:
1.51-2% 4 PageLever. http://www.allfacebook.com/
2.01%+ 5 shocker-3-to-7-5-of-fans-see-your-pages-
posts-2011-06



Retailer Categories
The 200 retailers included in the report were segmented into 10 categories, as outlined below. Retailers in
each category were chosen based on the Internet Retailer ranking of their parent company. Not all retailers
studied have been included in the index listing.

Apparel Toys/Hobbies

Computers/Electronics Books/Music Videos

Health/Beauty Flowers/Gifts

Jewelry Mass Merchants

Sporting Goods Food/Drug


2 Social Commerce Insights
Top 10
Social Commerce IQ™ by Category
Social Commerce = Balanced Approach
Facebook Influences Purchases
Most Likes Come From Existing Customers
Type of Status Update Affects Engagement
Niche Markets Drive Engagement
Shopping Engagement > Total Engagement


Social Commerce Insights Social Commerce IQ™: Retail

Top 10 Retailers by Social Commerce IQ™ & Fans
Figure 3.0: Top 10 retailers by Social Commerce IQ™ score Figure 3.1: Top 10 retailers by fan count

Top 10 Retailers by Social Commerce IQ™ Top 10 Retailers by Fan Count

GameStop 92 Victoria’s Secret 14,641,106

Victoria’s Secret 89 Victoria’s Secret Pink 10,080,947

Walmart 84 Walmart 7,954,246

Sephora 79 Hollister 5,750,883

Clinique 78 Kohl’s 5,496,927

Eastbay 77 Target 5,245,902

FragranceNet.com 76 Abercrombie & Fitch 5,205,378

Hallmark 76 American Eagle 5,022,294

American Eagle Outfitters 75 Ralph Lauren 3,766,380

Zales 74 Best Buy 3,393,128

0 25 50 75 100 0 3,750,000 7,500,000 11,250,000 15,000,000



Top 10 Retailers by Engagement Rate
Figure 4.0: Top 10 retailers by total engagement rate Figure 4.1: Top 10 retailers by shopping engagement rate

Top 10 Retailers by Shopping
Top 10 Retailers by Engagement Rate
Engagement Rate
MyJewelryBox.com 6.26% Tiffany & Co. 9.28%

GiftTree 6.19% MyJewelryBox.com 7.13%

American Girl 6.10% Fresh Direct 6.87%
Fresh Direct 5.71% Amway US 6.04%

Nutrisystem 5.64% Costco 5.70%

Tiffany & Co. 5.48% Nutrilite 5.35%

Amway US 5.36% Estee Lauder 5.11%

Nutrilite US 5.07% Artistry US 5.08%
1-800 CONTACTS 4.70% 1-800 CONTACTS 4.81%
Costco 4.59% Zales 3.98%
0 1 2 3 4 5 6 7 0 3 5 8 10



Top 10 Retailers by Facebook Upstream Traffic
Figure 5.0: Top 10 retailers by Facebook upstream traffic

CoastalContacts.com 28.41%
Upstream Traffic
mark.girl 26.89%

Free People 19.10% The average Facebook
upstream traffic for all
LeapFrog 16.04% retailers was 6.27%. The top
10 brands by Facebook
Rugby Ralph Lauren 15.64%
upstream traffic is comprised
Weight Watchers 14.73% of 4 Apparel retailers, 3
Health/Beauty retailers, 1
GourmetGiftBaskets.com 14.60% Toys/Hobbies retailer, 1
CCS
Flowers/Gifts retailer, and 1
14.58%
Food/Drug retailer.
Smashbox Cosmetics 13.04%

Gilly Hicks 12.62%

0 8 15 23 30



Top 10 Retailers by Status Updates
Figure 6.0: Top 10 retailers by status updates vs. number of Likes generated
Number of Status Updates Number of Likes Generated (Likes/Status Update)

248 CCS 16,477 66.4

137 Eastbay 15,120 110.4

137 Sam’s Club 6,014 43.9

119 VitaCost.com 2,299 / 19.3

117 Free People 6,038 51.6

111 QVC 15,765 142.0

105 HSN 5,214 49.7

104 Neiman Marcus 40,745 391.8

99 HauteLook 10,749 108.6

95 DermStore 362 / 3.8

CCS was the most active brand with 248 status updates. The average number of status
updates was 37 or approximately 1.37 updates per day. Neiman Marcus was the most
Status Updates successful generating Likes from posts, averaging 391.8 Likes/status update even
though Eastbay and QVC had larger fan bases.



Social Commerce IQ™ by Category
Figure 7.0: Social Commerce IQ™ by category
100 92 92
Social 90 89 84
79 77 77 76
Commerce 80 74 74 73
IQ™ 70
60
61 62
50 55 57 57 57 57 55
50 51 50
40 42 42 48
30 31 35 34
30
20 25 21
10 12 12
0
Apparel

Computers/Electronics

Health/Beauty

Jewelry

Sporting Goods

Toys/Hobbies

Books/Music/Videos

Flowers/Gifts

Mass Merchants

Food/Drug

Average
Average: 55
Data Averages Median: 56



Social Commerce = Balanced Approach
Figure 8.0: Comparing the top 10 retailers to other retailers (based on Social Commerce IQ™)
Brands with the highest Social Commerce IQ™ had
Top 10 All Other
a balanced approach to reach, engagement, and Difference
Retailers Retailers
shopping. While the average Social Commerce IQ™
for the 200 retailers was 55, the top 10 retailers had Facebook Fans 3,616,062 584,865 +618%
an average IQ of 81. The factors that separated the
top retailers were: Store on Facebook 100% 26% +385%
Product Status
1. Reach 21 12 +175%
Updates
The top 10 retailers invested in growing their fan
Social Commerce IQ™ 81 53 +153%
base. On average they had 6 times more fans (3.6m
vs .6m) than other retailers and they posted status Total Shopping Status
28 19 +147%
updates more often (48/mo vs. 36/mo). Updates (July)
Shopping Status
2. Engagement 1.8% 1.3% +138%
Engagement Rate
The top 10 retailers had much higher engagement
rates than the other retailers. The engagement rate Welcome Tab 90% 68% +132%
for all status updates was 2.10% vs. 1.69%. The top Total Status Updates
47 36 +131%
10 retailers also generated 7.4 times more (July)
comments per status update than the other retailers. Number of Facebook
13 10 +130%
Tabs
3. Shopping
The top 10 retailers shared more social shopping Status Update
2.1% 1.7% +124%
Engagement Rate
status updates and offered their fans a store directly
on their Facebook fan page. The top brands talked Facebook Upstream 8.0% 6.6% +121%
about products, not coupons. Traffic



Facebook has over 700 million users globally. The social Figure 9.0: Facebook inﬂuences consumer purchases
network continues to add millions of members each month and
users check Facebook numerous times each day. In addition, Conversion Funnel + Facebook
to a brandʼs website, it is the most important destination on the Based on survey results applied to the population
internet. Millions of users are being inﬂuenced by their of Facebook users in the United States
Facebook friends when making purchasing decisions, as
detailed below.

Sharing a Product Facebook Users in U.S.
25% of poll respondents shared a product on Facebook. 138 Million*

Asked for a Recommendation Shared a Product
19% of poll respondents asked for product recommendations 35 Million
on Facebook
Asked for Recommendation
Driven to Purchase 26 Million
16% of poll respondents said that they were driven to make a
purchase based on a Facebook recommendation Driven to Purchase
22 Million
More Likes Equals More Purchases
When asked if a Facebook page with more Likes increases
the likelihood that you would buy the product, 35% of
respondents said it does.
*Data obtained from Facebook Ads Platform. 08.16.2011



Figure 10.0: Facebook friends inﬂuence a shopper’s decision

Do more Facebook Likes on a product page increase Have you asked for product recommendations
the likelihood that you will buy that product? on Facebook?

19%
35% Yes Yes
No No
65%
81%

Have you shared a product on Facebook? Has a Facebook recommendation ever driven
you to make a purchase?

16%
25%

Yes Yes
No No
75% 84%



Most Likes Come From Existing Customers
Figure 11.0: Why users click on the Facebook Like button
Facebook offers numerous resources for online retailers
to integrate social features on their website. From Why Click The Like Button?
seamless solutions such as the Facebook Like button to
more custom integrations such as Facebook Login, 60%
adding social features to a website inﬂuences shopper
behavior. 57%

Over 82% of retailers have integrated Facebook on their
45%
website. One method of implementing Facebook is
using the Like Button. As mentioned previously, 35% of
poll respondents, or nearly 22 million Facebook users in 30%
the U.S., are more likely to purchase a product if the 29%
page has more Likes.
24% 24%
But what do these Likes represent? Based on poll 15%
responses, over 57% of Likes are customers that have
bought the product and liked it. Another 30% of Likes are
people who have heard good things about the product. 0%
See Figure 11.0 for more details on why Facebook users I bought it I’ve heard I want to I want to
click the Like button on a retailerʼs website. and liked good buy it tell my
it things friends
about it



Type of Status Update Affects Engagement
Figure 12.0: Engagement rate by type of status update
Facebook status updates serve as one of the main
communication channels for a retailer. The type of Engagement Rate by Type of
status update a retailer shares will affect how fans Status Update*
perceive the retailer and feel motivated to engage. 2.5%
8thBridge analyzed 7,354 status updates for nearly
200 retailers on Facebook. The type of status 2.37%
updates are delineated as follow: 2%
Non-Shopping 1.81%
Overall - all status updates from a retailerʼs fan 1.5% 1.71%
page. 1.55%
Fan- status updates which mention a fanʼs name,
such as contests. 1% 1.08%
Shopping
Sale - status updates which mention a sale or 0.5%
campaign.
Product - status updates that mention a speciﬁc
product(s). Typically includes link and photo of 0%
Sale All Fan Product Coupon
product.
Status Status Status Status Status
Coupon - status updates which include a coupon
Updates Updates Updates Updates Updates
code or printable coupon for a single product or
product category. *These rates are derived using the Effective Fan Impression multiple
explained on slide 10.



Figure 13.0: Engagement rate compared to number of fans
The size of a retailerʼs fan base will affect
engagement rate. Typically, brands that serve niche Engagement vs. Fan Base
markets (smaller fan bases) will have higher
engagement rates. Bottom 20 Retailers
Top 20 Retailers
by Engagement by Engagement
The graph at the right visually depicts the difference
in engagement between fan base and engagement
rate. The top 20 retailers by engagement averaged
Average
247,000 fans. Whereas the bottom 20 retailers by 1.165mm
Number 247k
engagement average 1.165 million fans.
of Fans

The Flowers/Gifts category had the highest
engagement across all categories at 3.7%. Some of
this can be attributed to the fact that this category
had an average fan base of only 113,000 compared
to 807,000 for all retailers.

Engagement 0.31%
6.72%
Rate



Figure 14.0: Fan engagement (Likes + Comments) for retailers’ status updates on Facebook vs. average fan count
113,508

232,039
4.0 Engagement Data
3.7%
Average: 1.80%
289,843

3.4%
3.0 170,782 Range: 0% - 23.42%

359,267
Eng.

815,501
746,306
Standard Deviation: 2.42%
Rate 2.5%

1,196,563
Total Status Updates: 7,386

1,201,017
2.0

411,128

1,682,581
2.1% 2.0% Total Likes: 2,282,385
1.8% 1.8%
Total Comments: 598,066
1.0 1.2% 1.2%
1.1%
0.9%

0
Flowers/Gifts

Books/Music/Video

Food/Drug

Jewelry

Health/Beauty

Toys/Hobbies

Mass Merchant

Sporting Goods

Apparel

Computers

Average
Category



Shopping Engagement > Total Engagement
Figure 15.0: Fan pages that saw the greatest increase in shopping engagement rates vs. total engagement rates

16,229,327
Brand Total Engagement Rate Shopping Engagement Rate Increase
14,641,106
Engagement rate for shopping
Engagement rate for all status
10,784,682 Difference between two
Facebook Fan Page (coupon, sale, product) status updates
updates during July 2011 engagement rates
during July 2011
10,080,947
Tiffany & Co. 5.48% 9.28% 69.43%
7,954,246
Bidz Auction 2.08% 3.39% 62.78%

Saks Off 5th 1.41% 2.26% 60.38%

Avon Products, Inc. 1.26% 2.00% 58.53%

Blue Nile 2.58% 3.96% 53.50%
CVS 0.81% 1.20% 48.31%

Diamond Nexus Labs 2.35% 3.40% 44.75%
Neiman Marcus 1.66% 2.35% 41.65%
Victoria's Secret 2.57% 3.51% 36.94%
Dick’s Sporting Goods 0.14% 0.19% 35.00%


3 Social Commerce IQ™ Index
Index of retailers on Facebook


Social Commerce Index Social Commerce IQ™: Retail

Social Commerce IQ™ Index Classes
Figure 16.0: Explanation of Social Commerce IQ™ classes

Social Commerce IQ™ Index

Index Score Class Description Retailers
(number and percent)

Genius brands represent the most socially-advanced brands
on Facebook. These brands typically have the highest
76-100 Genius engagement rates and offer relevant shopping offers in the 8 / 5%
news feed.

Superior was the largest category by number of brands
represented - over 60% in total. These brands typically had
51-75 Superior fewer status updates and moderate engagement. 100 / 63%

Challenged brands have few status updates, low
engagement, and little to no social shopping status updates.
They typically did not have any applications and had very few
26-50 Challenged tabs on their Facebook fan page.
47 / 29%

Deficient brands were basically non-existent - they had no
engagement, few fans, and rarely, if ever, sent updates to their
1-25 Deficient fans. 4 / 3%



Figure 17.0: List of retailers in each Social Commerce IQ™ class

Class IQ Retailer
Genius 92 GameStop
Genius 89 Victoria's Secret
Genius 84 Walmart
Genius 79 Sephora
Genius 78 Clinique
Genius 77 Eastbay
Genius 76 FragranceNet.com
Genius 76 Hallmark
Superior 75 American Eagle Outfitters
Superior 74 Zales
Superior 73 Horchow
Superior 72 Omaha Steaks
Superior 72 Ralph Lauren
Superior 72 Blue Nile
Superior 72 MyJewelrybox.com




Class IQ Retailer
Superior 72 GiftTree
Superior 72 Sam's Club
Superior 72 Peapod Delivers
Superior 71 MAC Cosmetics
Superior 70 Victoria's Secret Pink
Superior 70 Neiman Marcus
Superior 70 TigerDirect.com
Superior 70 Bidz Auction
Superior 70 Egreetings
Superior 69 Estee Lauder
Superior 69 Tiffany & Co.
Superior 68 jcpenney
Superior 68 Harry & David
Superior 67 Anthropologie
Superior 67 77 Kids




Class IQ Retailer
Superior 67 drugstore.com
Superior 67 Green Mountain Coffee
Superior 66 CCS
Superior 66 Ross-Simons
Superior 65 Aerie
Superior 65 Cabela's
Superior 64 CoastalContacts.com
Superior 64 GNC Live Well
Superior 64 Bobbi Brown Cosmetics
Superior 64 American Greetings
Superior 64 Sears
Superior 64 Weight Watchers
Superior 63 Sportsman's Guide
Superior 63 Aveda
Superior 62 Woman Within




Class IQ Retailer
Superior 62 Crutchfield
Superior 62 Vitacost.com
Superior 62 American Girl
Superior 62 Costco
Superior 61 Banana Republic
Superior 61 Dell
Superior 61 Beachbody
Superior 61 Hayneedle
Superior 61 Fresh Direct
Superior 61 Nutrisystem
Superior 60 Rugby Ralph Lauren
Superior 60 Gilly Hicks
Superior 60 Free People
Superior 60 Smashbox Cosmetics
Superior 60 Diamond Nexus Labs




Class IQ Retailer
Superior 60 Jewelry Television
Superior 60 QVC
Superior 59 Hollister
Superior 59 Bergdorf Goodman
Superior 59 Kmart
Superior 59 Safeway
Superior 58 Jessica London
Superior 58 Avon Products, Inc.
Superior 58 Gordon's Jewelers
Superior 58 Golfsmith
Superior 58 LEGO
Superior 58 LeapFrog
Superior 58 1-800-Flowers.com
Superior 58 HSN
Superior 57 Best Buy




Class IQ Retailer
Superior 57 Amway US
Superior 57 1-800-BASKETS.COM
Superior 57 BlueMountain.com
Superior 56 Old Navy
Superior 56 Nordstrom
Superior 56 Roaman's
Superior 56 Amazon.com
Superior 55 Target
Superior 55 Walgreens
Superior 54 Abercrombie
Superior 54 L.L. Bean
Superior 54 Yoox
Superior 54 Sony
Superior 54 Bass Pro Shops
Superior 54 Jo-Ann Fabric and Craft Stores




Class IQ Retailer
Superior 54 Toys "R" Us
Superior 53 Origins
Superior 53 GourmetGiftBaskets.com
Superior 53 Macy's
Superior 52 Athleta
Superior 52 Gilt Man
Superior 52 Gilt Children
Superior 52 OneStopPlus .com
Superior 52 Ice.com
Superior 52 CVS
Superior 51 Gilt Groupe
Superior 51 HP
Superior 51 mark.girl
Superior 51 1-800 CONTACTS
Superior 51 Nutrilite US




Class IQ Retailer
Superior 51 Pagoda
Superior 51 The Yankee Candle Company
Superior 51 Kohl's
Challenged 50 Microsoft
Challenged 50 REI
Challenged 50 Chapters Indigo Books & Music Inc.
Challenged 49 CUSP
Challenged 49 Scholastic
Challenged 48 Abercrombie Kids
Challenged 48 Foot Locker
Challenged 48 PC Mall
Challenged 48 Sony Electronics
Challenged 48 J&R
Challenged 48 Artistry US
Challenged 48 Dick's Sporting Goods




Class IQ Retailer
Challenged 47 LEGO Games
Challenged 47 Vermont Teddy Bear
Challenged 47 Things Remembered
Challenged 46 Urban Outfitters
Challenged 46 The Vitamin Shoppe
Challenged 46 LifeWay Christian Stores
Challenged 46 Barnes & Noble
Challenged 46 FTD Flowers
Challenged 46 O.co
Challenged 45 HauteLook
Challenged 45 Gilt Home
Challenged 44 Made Well
Challenged 44 Babies "R" Us
Challenged 43 Saks
Challenged 43 Scholastic Book Clubs




Class IQ Retailer
Challenged 43 Buy.com
Challenged 43 Audible.com
Challenged 42 DermStore
Challenged 42 GameFly
Challenged 41 Basics
Challenged 40 Sports Authority
Challenged 39 Champs Sport
Challenged 39 CDW Small Business
Challenged 37 DeepDiscount.com
Challenged 35 Last Call by Neiman Marcus
Challenged 35 CDW Corporation
Challenged 34 J. Crew
Challenged 33 Gap
Challenged 33 Lady Foot Locker
Challenged 33 Newegg.com




Class IQ Retailer
Challenged 32 Nordstrom Rack
Challenged 31 Saks Off 5th
Challenged 31 Piperlime
Challenged 30 Gander Mountain
Challenged 29 HP for Home - US
Deficient 25 PC Connection
Deficient 22 Ashford
Deficient 21 Jomashop.com
Deficient 12 RentAText


Apparel Retailers
48 apparel retailers on Facebook



Top 10 Apparel Retailers Based on SCIQ™/Fans
Figure 28.0: Top 10 apparel retailers by Social Commerce IQ™
score Figure 28.1: Top 10 apparel retailers by fan count

Top 10 Apparel Retailers by Social Top 10 Apparel Retailers by Fan Count
Commerce IQ™ Score
Victoria’s Secret 89 Victoria’s Secret 14,641,106

Eastbay 77 Victoria’s Secret Pink 10,080,947

American Eagle Outfitters 75 Hollister 5,750,883

Horchow 73 Abercrombie & Fitch 5,205,378

Ralph Lauren 72 American Eagle 5,022,294

Victoria’s Secret Pink 70 Ralph Lauren 3,766,380

Neiman Marcus 70 Old Navy 2,358,356

Anthropologie 67 Gap 1,585,665

77 Kids 67 Foot Locker 1,347,809

CCS 66 Nordstrom 904,706

0 30 60 90 0 3,750,000 7,500,000 11,250,000 15,000,000



Top 10 Apparel Retailers Based on Engagement Rate
Figure 29.1: Top 10 apparel retailers by social shopping
Figure 29.0: Top 10 apparel retailers by total engagement rate engagement rate

Top 10 Apparel Retailers by Total Top 10 Apparel Retailers by Social
Engagement Rate Shopping Engagement Rate
Horchow 3.33% Victoria’s Secret 3.51%

Ralph Lauren 3.17% Horchow 3.51%

Victoria’s Secret 2.57% Ralph Lauren 3.26%

Athleta 2.08% Neiman Marcus 2.35%

Yoox 1.71% Saks Off 5th 2.26%

L.L. Bean 1.67% L.L. Bean 2.08%

Neiman Marcus 1.66% Athleta 2.03%

Jessica London 1.57% Rugby Ralph Lauren 1.75%

Rugby Ralph Lauren 1.50% Yoox 1.68%

Saks Off 5th 1.41% Victoria’s Secret Pink 1.34%

0 1 2 3 4 0 1 2 3 4



Apparel Overview
Figure 30.0: Apparel category vs. overall Figure 30.1: Apparel social shopping status updates
Metric Category Overall Breakdown of Apparel Social
Avg. Social Commerce IQ™ 55 55 Shopping Status Updates
Avg. Facebook Likes 1,201,017 815,501

Fan Pages with Stores 36% 28%
4%
Avg. Facebook Upstream Traffic 7.62% 6.27%

Avg. Engagement Rate 1.07% 1.81%

Avg. Status Updates/Month 42 37 28%
Coupon
Sale
Product 68%



Case Study: American Eagle Outfitters
Figure 31.0: Become a Fan tab

Social Commerce IQ™ 75
Ranking

Overall Rank 13

Apparel Rank 3

Fan Count 5,022,294

Status Updates (July) 41

Total Likes for Status Updates 24,785
Data

Total Comments for Status
1,615
Updates
Total Engagement Rate 0.46%

Shopping Engagement Rate 0.56%

Facebook Upstream Traffic 11.77%
American Eagle Outfitter’s fan page has a Become a Fan tab that makes
Facebook Downstream Traffic 14.57% Facebook users aware that they will get exclusive offers and special promos if
they become fans of AEO on Facebook. This tab also shows other places they
Facebook Integration on Website: can get exclusive offers. AEO “Likes” foursquare and shows the number of
Like button for company and Like and Send buttons check-ins under its number of page Likes. The Music tab allows fans to view
playlists (linking to a separate fan page) and then listen to the radio stations on
for individual products. Facebook Login. Pandora. Fans can purchase gift cards on Facebook on the Buy Gift Cards tab.



Social Commerce Index: Apparel
FACEBOOK TOTAL SHOPPING
TOTAL SHOPPING STORE FACEBOOK/
BRAND FACEBOOK UPSTREAM STATUS STATUS LANDING GAMING CUSTOMER STORE ON
RANK SCIQ™ ENGAGEMENT ENGAGEMENT FINDER WEBSITE
PAGE FANS TRAFFIC UPDATES UPDATES TAB TAB SERVICE TAB FACEBOOK
SCORE SCORE TAB INTEGRATION
SCORE SCORE SCORE

Victoria's
1 89 14,641,106 4 2 2 5 5 Y Y N N Y N
Secret

2 77 Eastbay 590,790 3 5 4 1 1 Y Y N N Y Y

American
3 75 Eagle 5,022,294 4 2 2 0 2 Y Y Y N Y Y
Outfitters

4 73 Horchow 35,046 1 1 2 5 5 N N N N Y Y

Ralph
5 72 3,766,380 2 1 1 5 5 N N Y N Y N
Lauren

Victoria's
6 70 10,080,947 4 2 2 2 3 Y N N N Y N
Secret Pink

Neiman
6 70 412,316 1 4 4 3 5 Y N N N N Y
Marcus

8 67 Anthropologie 407,120 3 2 2 1 3 Y N N N Y Y

8 67 77 Kids 134,655 4 2 2 0 1 Y Y Y N Y Y



SCORE SCORE SCORE

10 66 CCS 281,849 4 5 4 1 1 Y N N N N Y

11 65 Aerie 625,113 4 2 2 0 1 Y N Y N Y Y

Sportsman's
12 63 79,472 1 2 2 2 3 Y Y N N Y Y
Guide

Woman
13 62 72,871 2 2 1 2 2 Y Y N N Y Y
Within

Banana
14 61 344,323 1 1 1 2 3 Y N Y N Y Y
Republic

Rugby
15 60 Ralph 114,142 4 1 1 2 4 N N Y N N Y
Lauren

15 60 Gilly Hicks 137,704 4 2 1 2 3 Y N N N N Y

Free
15 60 319,156 4 4 4 0 1 Y N N N N Y
People

18 59 Hollister 5,750,883 4 2 2 1 2 N N N N N Y



SCORE SCORE SCORE

Bergdorf
18 59 120,637 2 3 3 2 2 Y Y N N N Y
Goodman

Jessica
20 58 29,746 0 2 2 3 2 Y N N N Y Y
London

21 56 Old Navy 2,358,356 2 1 1 2 2 Y Y Y N Y N

21 56 Nordstrom 904,706 2 3 4 1 2 N Y N N N Y

21 56 Roaman's 74,702 1 1 1 2 3 Y N N N Y Y

24 54 Abercrombie 5,205,378 3 2 1 1 2 Y N N N N Y

24 54 L.L. Bean 69,464 1 2 1 3 5 Y N N N N Y

24 54 Yoox 43,025 2 1 2 3 4 N N N N N Y

27 52 Athleta 38,950 2 2 1 4 5 Y N N N N N



SCORE SCORE SCORE

27 52 Gilt Man 31,071 3 3 3 1 1 Y N N N N Y

Gilt
27 52 26,140 3 3 3 1 1 Y N N N N Y
Children

OneStopPlus
27 52 .com 82,756 1 2 2 1 1 Y N N N Y Y

31 51 Gilt Groupe 319,279 3 3 3 0 1 N N N Y N Y

32 49 CUSP 14,140 3 1 2 1 2 N Y N N Y N

Abercrombie
33 48 108,022 1 2 2 2 3 N N N N N Y
Kids

33 48 Foot Locker 1,347,809 2 2 2 1 1 N Y N N N Y

Urban
35 46 769,981 4 2 2 1 2 N N Y N N N
Outfitters

36 45 HauteLook 326,870 2 3 4 1 2 Y N N N N N


Social commerce IQ retail

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