Shareablee Social Scorecard Reveals Top Ten Retailers Heading Into Black Friday

Nordstrom and Sephora dominate Top Ten

ULTA Beauty breaks into Top Ten with 128 percent growth

Nov 25, 2015, 09:00 ET from Shareablee Inc.

NEW YORK, Nov. 25, 2015 /PRNewswire/ -- Shareablee Inc., the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media, today released the Black Friday Retail Brand Edition of its Shareablee Social Scorecard, ranking the social media performance of U.S. Big Box and Department Store retailers in the countdown to the biggest shopping season of the year. Despite posts featuring Black Friday deals decreasing year over year by 32 percent on Facebook and 27 percent on Twitter, the ranking reflects a growth of 26 percent in engagement and 170 percent in actions on video posts [likes, shares, comments, retweets, reblogs, dislikes (excludes views)] across Facebook, Twitter, Instagram, Tumblr and YouTube in November 2015. Engagement for Big Box and Department Store retail brands total 12.5M social actions representing 5 percent of actions taken by consumers on content posted by U.S. retail brands in November.

Nordstrom came in first place for the second year in a row with 2.3M actions, a 119 percent increase in social engagement compared to the same time period in 2014. The brand also claimed the top spot on Facebook and Twitter with 1.5M and 51K actions, respectively, and captured more than 64M Facebook impressions. Sephora scored second overall and was the top big box and department store retailer on Instagram, capturing 1.5M social actions on the platform. Of the Top Ten, ULTA Beauty saw the highest social growth at 128 percent in November, driven by a 160 percent growth in likes and comments on Instagram.

New to the Shareablee Social Scorecard Top Ten are Sephora, Bergdorf Goodman, ULTA Beauty and Barneys New York.

Amazon's engagement dropped 65 percent comparing November 2015 with the same period last year, falling out of the Top Ten from the number two spot in 2014. Target, iTunes and Saks Fifth Avenue have also moved out of the Top Ten this Black Friday season.

Shareablee Social Scorecard: Top Big Box and Department Store Retailers by Engagement
November 1 – November 24, 2015

Rank

Designer

Total

Actionsi

Facebook

Twitter

Instagram

Tumblr

YouTube

Total

Contentii

Facebook

Twitter

Instagram

Tumblr

YouTube

Actions to Fans
Indexiii

Facebook

Twitter

Instagram

YouTube

Fans &
Followersiv

Facebook

Twitter

Instagram

YouTube


Category Average

132K

155

100

3.2M

1.

Nordstrom

2.3M

120

736

5.6M

2.

Sephora

1.9M

146

166

20.3M

3.

Kohl's

647.8K

161

93

12.3M

4.

Macy's

586.9K

186

69

15.4M

5.

Bergdorf Goodman

514.4K

223

558

1.7M

6.

ULTA Beauty

494.0K

129

247

3.6M

7.

Barneys New York

450.1K

384

327

2.5M

8.

HomeGoods

442.3K

109

218

3.6M

9.

Cabela's

389.4K

116

166

4.2M

10.

Neiman Marcus

347.9K

318

309

2M


i Total actions metric include all post-level likes, shares, retweets, reblogs, dislikes and comments.

ii Total content includes all posts, tweets, and media posted by each brand across platforms.

iii "Actions to fans index" is calculated as the total number of actions taken on all posts made by U.S. big box and department store retail brands in the time period, divided by the total fan count of all those retail brands. This value is then set as an index against all U.S. big box and department store retail brands. (Does not included Tumblr.)

iv Total fans/followers includes fans/followers/subscribers for each brand as of November 24, 2015.

"Social media is a key indicator of consumers' enthusiasm for products, loyalty and likelihood to buy," said Shareablee's founder and CEO, Tania Yuki. "This year's Shareablee Social Scorecard Top Ten has shown that retailers have become more tuned in to what can benefit their audiences over the course of the holiday season, rather than focusing on only Black Friday sales."

Other notable findings include:

  • Guitar Center is the top brand ranked by actions on social video (123 thousand actions), followed by Barnes & Noble (92 thousand actions), and Walmart (57 thousand actions)
  • Among the Top 10, Cabela's scored the top post (90.8 thousand actions) related to the Thanksgiving holiday announcing its stores would be closed on Thanksgiving Day
  • Books-A-Million won audience loyalty with 48 percent of the brand's Facebook fans returning to engage with the brand in November
  • The Top Five Big Box & Department Store brands on Facebook: Nordstrom (1.5M actions), Macy's (421.2 thousand actions), Kohl's (402.6 thousand actions), Sephora (335.2 thousand actions), and Belk (305.1 thousand actions) 
  • The Top Five Big Box & Department Store brands on Twitter: Nordstrom (51.2 thousand actions), Barnes & Noble (48.5 thousand actions), Target (44.5 thousand actions), Macy's (44.1 thousand actions), Kohl's (42.9 thousand actions)
  • The Top Five Big Box & Department Store brands on Instagram: Sephora (1.5M actions), Nordstrom (770.2 thousand actions), Bergdorf Goodman (505.5 thousand actions), Barneys New York (439.3 thousand actions), HomeGoods (418.6 thousand actions)
  • The Top Five Big Box & Department Store brands on YouTube excluding views: Target (7.3 thousand actions), Guitar Center (2.8 thousand actions), Macy's (2.7 thousand actions), Kohl's (2.1 thousand actions), Walmart (2 thousand actions)

About Shareablee Inc.
Launched 2013, Shareablee Inc. is the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media. The official social media analytics partner of comScore, Shareablee measures more than 120,000 global properties and collects brand audience and engagement data across Facebook, Twitter, Instagram, Google+, Tumblr and YouTube. Learn more about Shareablee at http://www.shareablee.com/.

Media Contact:
Kara Lawson
917 808 6402
kara@shareablee.com

SOURCE Shareablee Inc.



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