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8/12/2019 Social Commerce IQ Retail 2013
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Annual Analysis of How Over 800 Retailers Are Using Social Commerce to Improve the Shopping Experience
RETAIL 2013SOCIAL COMMERCE IQ
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About the Report
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Welcome LetterAbout the Report
4
This is the third year 8thBridge is publishing its Social Commerce IQ (SCIQ) report. In this time, Social
Commerce has rapidly changed from ecommerce transactions on social networks to focus on
empowering people to discover new product ideas from each other while they shop with the brands
they love.
The launching of social discovery and curation solutions this year by some of the worlds largest
retailers, ToysRUs, eBay, Walmart, Target, and Amazon, is a strong indication that on-site social
discovery has gone mainstream.
While social network engagement declined and social tra!c remained insigni"cant, on-site social
discovery was proven in 2013 to be the key to cracking the code on monetizing social - lifting revenue
per visit by 10-15% and doubling the time people spend shopping.
We almost doubled the number of brands we analyzed this year, 872 compared to 475 last year, to
include nearly all of the brands from companies in the Internet Retailer 2013 Top 500 Guide and
additional brands Internet Retailer determined were up and coming.
Please reach out to us at [email protected] if you have any feedback or suggestions.
Hello,
Wade Gerten
Founder & CEO
8thBridge, Inc.
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Executive SummaryAbout the Report
5
SOCIAL COMMERCE IS ABOUT PRODUCT DISCOVERY
This year, Social Commerce accelerates its pace emphasizing product discovery via
product centric interest communities. Of the 872 ecommerce sites in this years SCIQ,
Pinterests Pin It button overtook Facebooks Like button on the product page with
62% of the companies using the Pin It button versus 59% using the Like button.
Although companies have embraced social discovery via Pinterest, the upstream
tra!c to their sites from Pinterest is still underwhelming, averaging 0.1% of their total
tra!c and twenty two times less than Facebook.
ECOMMERCE SITE SOCIAL DISCOVERY GOING MAINSTREAM
This year shows signi"cant adoption of curation & social discovery features on
ecommerce sites. 86% of retailers planning site redesigns for 2014 are planning toadd social shopping featuresand 10% of the retailers covered in this report already
support it. Even more signi"cant is that the worlds largest retailers embraced on-site
social discovery in 2013, with Walmart, Target, Amazon, and eBay launching social
discovery and curation features on their own sites.
FACEBOOK CONTINUES TO EVOLVE TO A TRADITIONAL
MARKETING PLATFORM
Meanwhile, Facebook continues to evolve to a Marketing Platform versus a social
commerce play involving brand pages. Overall, Facebook engagement on Facebookbrand pages was down 27%from 4.1% last year as measured by Talking About This/
Brand Likes. This decrease in brand engagement is being fueled by an exponential
increase in shared stories overall and brands have not invested in Facebook
advertising to compensate for the decrease in brand story distribution. On the bright
side, the most attractive marketing investment on the Facebook platform is
retargeting ecommerce site visitors via Facebook Exchange which is not really social,
but a more traditional advertising tool. Facebook Exchange is now dominating the
retargeting market.
Two other signs of the changing role of the Facebook brand page are the signi"cant
decrease in shopping application and overall degradation of the Facebook application
user experience. Shopping applications (with and without checkout) on Facebookbrand pages decreased from 62% last year to 15% having product browsing (no
checkout) and 2% having shopping (fully integrated checkout) this year. Although 90%
of all companies have an average of 4 applications on their brand page, 40% of these
companies had applications that were either not functioning or out of date.
SOCIAL COMMERCE IS NO LONGER JUST FOR PURE PLAYS
Last year was a transition year; the SCIQ leaderboard was comprised of smaller, more
agile companies with either strong social network strategies or that launched new
websites with social shopping functionality. This year, no one strategy guaranteed a
position on the Top 25 and as a result, only 6 companies from last year made the Top
25 SCIQ scores this year. Another year also allowed larger companies the chance to
catch up.Eight of the companies in the Top 25 list are among the Top 50 in the
Internet Retailer 2013 Top 500 Guide.
SCIQ METHODOLOGY
8thBridge analyzed 872 web retailers from the Internet Retailer 2013 Top 500 Guide
and an additional list of brands Internet Retailer magazine determined were up and
coming for its Social Commerce IQ (SCIQ) Report. The results show that the most
e#ective social media marketers are not only present on the social networks and
drive customer engagement, but they also have great website social experiences that
incorporate customer curation (or collections), crowd-sourced discovery and social
rewards.
In its analysis, 8thBridge measured 52 di#erent social data points for each retailer
from the major U.S. social networks including Facebook, Twitter, Pinterest, YouTube,
Instagram, Google+, and Vine. These data points consisted of upstream tra!c from
the social networks, engagement metrics including the number of followers and user
interactions, and metrics of how extensively a retailer has incorporated social
features onto its own ecommerce site.
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Table of Contents
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Overview
Social Platforms Analyzed
Methodology and ClassesCategories
Top 25 Companies
Top 25 Companies Compared to All Other Companies
Brand Awareness on Social Networks
Social Upstream Tra!c
Average by Category - Brand Awareness on Social Networks
Average by Category - Social Upstream Tra!c
Adoption by Category - Website Social Lift
Findings
Adoption
Top 10 Facebook
Top 10 YouTube
Top 10 TwitterTop 10 Pinterest
Top 10 Instagram
Top 10 Vine
Top 10 Klout Scores
Top 10 Comparison
Upstream Tra!c from Social Networks
Social Website Integration
9
10
1112
13
14-16
17
18
19-2021-22
23-24
25
25
26
27
2829
30
31
32
33
34
35
Table of Contents
7
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Website Social Shopping
Applications on Facebook
Customer Survey Results
Retailer Survey Results
Case Studies
Free People
Walmart/Amazon/Target
ToysRUs & BabiesRUs
Sur La Table
Deb ShopsKipling
ModCloth
eBay
SCIQ ScoringSCIQ by Category
Brand List
Index Classes
About 8thBridge
Authors
What We Do
How to Contact Us
Alphabetical Index
36
37-38
39-41
42-43
44
44
45
46
47
4849
50
51
5252
53-59
60-118
119
120
121
122
123-133
Table of Contents
8
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872 BRANDS
8thBridge researched 872 brands beginning in July and ending in November 2013.
The brands researched were determined by the Internet Retailer 2013 Top 500
Guide and an additional list of brands Internet Retailer determined were up and
coming.
7 SOCIAL PLATFORMS
Facebook, YouTube, Twitter, Instagram, Pinterest, Google+, and Vine were analyzed.
4 AREAS
4 areas were taken into account when calculating the SCIQ scores: brand awareness
on social networks, social upstream tra!c, website social lift, and Social CRM.
4 CLASSES
Scores were broken down into 4 classes: genius, superior, average, and de"cient.
19 CATEGORIES
The 872 brands researched were broken down into 19 categories: apparel/
accessories, automotive, beauty, books/music/videos, children and baby,
computers/electronics, $owers/gifts, food, hardware/home improvement, health,
housewares/home furnishings, jewelry, mass merchant, o!ce supplies, pets,
specialty, sporting apparel, sporting goods, and toys/hobbies.
CUSTOMER SURVEY
8thBridge conducted a survey of 502 customers in July 2013.
RETAILER SURVEY
8thBridge conducted a survey of 37 retailers in August 2013.
Overview
9
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Social Platforms Analyzed
10
Social Platforms Analyzed
Facebook YouTube Twitter Instagram
Pinterest Google+ Vine
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Methodology and Classes
11
Genius75+Genius brands represent the most socially-advanced
brands. At a minimum they are category leaders in
engagement rates and tra!c. Leaders in this group
have already integrated advanced social functionality
into their ecommerce sites.
Methodology
Brand Awareness on Social Networks 30%
Number of Facebook Fans, Facebook Talking About This, Facebook Engagement (Talking About This/Fans),
Social Applications on Facebook, Number of Twitter Followers, Number of YouTube Subscribers, Number
of YouTube Video Views, Number of Pinterest Followers, Number of Pinterest Pins, Number of Pinterest
Boards, Number of Instagram Followers, Number of Instagram Posts, Number of Instagram Brand
Hashtag Posts, Number of Vine Followers, Number of Vine Videos, and Klout Score.
Social Upstream Tra!c 30%
Facebook Upstream Tra!c, Pinterest Upstream Tra!c, Twitter Upstream Tra!c, Instagram Upstream
Tra!c, and YouTube Upstream Tra!c.
Website Social Lift 30%
Facebook Like Button on Product Page, Pinterest Pin It Button on Product Page, Twitter Tweet Button on
Product Page, Google+ Button on Product Page, Ratings and Reviews on Product Page, Product
Recommendations on Product Page, Facebook Custom Open Graph Actions, and Main Website Social
Shopping Application (Discovery, Curation, Rewards, or Contests).
Social CRM (SCRM) Potential 10%
Social Login, Data Collected Via Social Login, and Data Collected Via Facebook Custom Open Graph
Actions.
Classes
Superior45-74.9Superior brands are generally pro"cient atmaintaining their social network presence and have
basic social network integration into their
ecommerce sites.
Average20-44.9Average brands are putting some e#ort into a social
network presence although this is not driving reach,
engagement, or tra!c. They may have done somesocial network integration.
De"cient0-19.9De"cient brands have a minimal but ine#ective social
network presence and integration with little or no
engagement, social tra!c, or social data capture.
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Categories
12
MassMerchant
Apparel/Accessories
Specialty
Health
Children andBaby
Pets
Housewares/Home Furnishings
Beauty
O!ceSupplies
Computers/Electronics
Flowers/Gifts
SportingGoods
Food
Books/Music/Videos
Hardware/HomeImprovement
Toys/Hobbies
Jewelry
Automotive
SportingApparel
!"
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Top 25 Companies
13
Company RankBrand Awareness
on Social
Networks Score
Social UpstreamTra!c Score
Website SocialLift Score
SCRM PotentialScore
SCIQ
Free People
Lancome
Smashbox
Lolly Wolly Doodle
Plndr
Target
Bourbon & Boots
ToysRUs
WWE
ModCloth
Fab.com
BodyBuilding.com
Sears Holdings
Diamond Candles
TheKnot.com
American Eagle Out"tters
Birchbox
Zappos.com
BucketFeet
Etsy
Vans
ShoeDazzle
CCS
JustFab
Vat19.com
1 130.1 120.0 146.7 139.4 133.0
2 114.4 180.0 106.6 119.4 132.2
3 109.6 160.0 113.3 151.5 130.0
4 78.1 200.0 113.3 97.0 127.1
5 92.7 160.0 113.3 109.1 120.7
6 138.6 40.0 180.0 127.3 120.3
7 63.6 200.0 86.7 151.5 120.2
8 102.6 50.0 180.0 200.0 119.8
9 148.7 180.0 66.7 0 118.6
10 119.3 100.0 120.0 139.4 115.7
11 91.4 120.0 126.7 127.3 114.2
12 126.8 80.0 120.0 139.4 112.0
13 101.9 33.3 173.3 181.8 110.8
14 80.5 200.0 53.3 97.0 109.8
15 117.3 80.0 120.0 139.4 109.1
15 123.8 60.0 133.3 139.4 109.1
16 134.5 160.0 66.7 0 108.3
17 108.1 120.0 100.0 97.0 108.1
18 61.8 200.0 73.3 60.6 106.6
19 154.5 120.0 66.7 36.4 106.0
21 132.2 80.0 120.0 60.6 105.7
22 124.3 80.0 106.7 121.2 105.4
22 102.3 40.0 166.7 127.3 105.4
22 104.7 100.0 100.0 139.4 105.4
23 89.9 200.0 53.3 0 103.0
ToysRUs includes an average of toysrus.com and babiesrus.com, Sears Holdings includes an average of kmart.com, craftsman.com, and sears.com
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Top 25 Companies Compared to All Other Companies
14
Top 25 CompaniesAverage
All Other CompaniesAverage Multiple
Facebook Fans
Facebook Talking About This
Facebook Engagement
Applications on Facebook Page
Twitter Followers
YouTube Subscribers
YouTube Video Views
Pinterest Followers
Pinterest Boards
Pinterest Pins
Instagram Followers
Instagram Posts
Instagram Brand Hashtag Posts
Vine Followers
Vine Videos
Klout Score
3,045,994 943,859 3.2X
59,534 17,290 3.4X
3.4% 3.0% 1.1X
5 4 1.3X
280,365 79,609 3.5X
113,489 20,451 5.5X
45,367,853 9,363,481 4.8X
141,802 46,800 3.0X
35 29 1.2X
3,303 1,412 2.3X
105,744 55,616 1.9X
582 266 2.2X
391,581 85,156 4.6X
5,995 3,968 1.5X
14 9 1.6X
70 55 1.3X
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Top 25 Companies Compared to All Other Companies
15
Top 25 CompaniesAverage
All Other CompaniesAverage Multiple
Facebook Upstream Tra!c
YouTube Upstream Tra!
c
Pinterest Upstream Tra!c
Twitter Upstream Tra!c
Instagram Upstream Tra!c
10.19% 1.90% 5.4X
3.02% 0.75% 4.0X
0.60% 0.08% 7.5X
0.09% 0.02% 4.5X
0.02% 0.01% 2X
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Top 25 Companies Compared to All Other Companies
16
Top 25 Companies All Other Companies Multiple
Facebook Like Button
Pinterest Pin It Button
Twitter Tweet Button
Google+ Button
Ratings and Reviews
Product Recommendations
Social Shopping Application
Social Login
86% 58% 1.5X
82% 61% 1.3X
86% 60% 1.4X
39% 42% 0.9X
82% 73% 1.1X
82% 84% 1.0X
86% 8% 10.8X
82% 15% 5.5X
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Brand Awareness on Social Networks
17
Average High Low
Facebook Fans
Facebook Talking About This
Facebook Engagement
Applications on Facebook Page
Twitter Followers
YouTube Subscribers
YouTube Video Views
Pinterest Followers
Pinterest Boards
Pinterest Pins
Instagram Followers
Instagram Posts
Instagram Brand Hashtag Posts
Vine Followers
Vine Videos
Klout Score
1,011,748 34,939,845 53
18,654 906,268 0
3.0% 93.95% 0
4 10 0
86,176 4,054,217 2
23,684 4,344,885 0
10,614,598 1,544,489,592 0
50,223 5,658,789 0
29 208 0
1,481 33,886 0
57,955 2,321,385 0
281 3,867 0
94,995 15,488,549 0
4,091 176,800 0
9 147 0
55 99 0
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Social Upstream Tra!c
18
Average High Low
Facebook Upstream Tra!c
YouTube Upstream Tra!c
Pinterest Upstream Tra!c
Twitter Upstream Tra!c
Instagram Upstream Tra!c
2.16% 75.22% 0%
0.82% 25.46% 0%
0.10% 9.67% 0%
0.02% 3.57% 0%
0.01% 3.41% 0%
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Average by Category - Brand Awareness on Social Networks
19
Apparel/
Accessories Automotive Beauty
Books/Music/
Videos
Children and
Baby
Computers/
Electronics Flowers/Gifts Food
Hardware/Home
Improvement Health
Facebook Fans
Facebook TalkingAbout This
FacebookEngagement
Applications onFacebook Page
Twitter Followers
YouTubeSubscribers
YouTube VideoViews
PinterestFollowers
Pinterest Boards
Pinterest Pins
InstagramFollowers
Instagram Posts
Instagram BrandHashtag Posts
Vine Followers
Vine Videos
Klout Score
1,646,948 210,701 1,029,709 1,150,084 337,994 1,105,096 206,223 1,732,928 310,538 433,018
22,286 7,546 24,152 19,192 10,065 21,547 4,926 22,108 7,688 8,403
2.4% 3.8% 2.0% 4.2% 2.6% 1.9% 2.6% 2.7% 2.3% 3.0%
4 3 5 2 3 3 4 4 3 4
140,010 5,001 75,676 132,764 8,191 73,010 6,845 199,301 15,551 52,248
16,552 5,720 13,738 43,493 804 42,815 957 1,928 6,838 8,511
6,611,890 2,261,886 3,124,512 63,028,107 274,112 7,673,292 986,821 1,032,651 60,77,999 2,177,006
82,770 228 12,031 3,552 7,061 2,110 3,728 8,093 195,065 5,044
28 22 23 23 36 17 36 31 25 23
1,993 448 1,019 865 1,670 389 3,728 849 1,077 1,247
116,222 1,686 49,225 4,923 2,763 17,011 2,248 93,556 5,655 11,591
466 32 262 165 118 83 48 136 135 223
220,240 1,752 84,751 54,179 7,074 77,865 8,574 224,139 5,912 17,578
4,416 35 1,888 4,037 114 777 50 12,208 1,683 1,413
12 0 6 6 0 3 3 3 7 23
62 42 62 67 46 51 47 58 41 58
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Average by Category - Brand Awareness on Social Networks
20
Housewares/Home
Furnishings Jewelry Mass Merchant O!ce Supplies Pets Specialty
Sporting
Apparel Sporting Goods Toys/Hobbies
Facebook Fans
Facebook TalkingAbout This
FacebookEngagement
Applications onFacebook Page
Twitter Followers
YouTubeSubscribers
YouTube VideoViews
PinterestFollowers
Pinterest Boards
Pinterest Pins
InstagramFollowers
Instagram Posts
Instagram BrandHashtag Posts
Vine Followers
Vine Videos
Klout Score
283,266 490,333 2,398,858 92,453 392,910 933,220 357,242 342,824 729,180
8,877 15,194 40,302 4,736 63,854 30,340 5,144 5,772 9,108
3.0% 2.6% 2.8% 2.8% 17.4% 3.9% 1.9% 3.3% 3.1%
3 4 4 3 4 3 4 4 4
35,218 38,091 69,264 18,205 15,449 194,199 50,015 27,991 39,307
2,874 1,524 2,215 828 1,234 86,763 181,597 5,374 9,759
1,877,550 743,047 2,369,856 419,979 969,534 39,661,805 65,968,820 3,189,053 6,549,994
41,813 6,163 10,387 519 1,267 122,645 165,051 1,489 7,335
43 31 32 19 24 30 27 26 25
1,813 1,325 2,333 772 800 1,549 1,078 740 906
10,978 54,823 21,109 395 2,818 10,239 121,794 11,126 8,312
119 189 274 92 159 194 424 178 100
18,240 21,006 71,045 1,235 12,028 28,106 157,107 8,246 54,916
1,431 52 2,353 69 197 3,664 27,128 2,350 633
2 2 8 7 2 5 24 11 11
47 51 61 45 45 54 63 51 54
!"
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Average by Category - Social Upstream Tra!c
21
Apparel/
Accessories Automotive Beauty
Books/Music/
Videos
Children and
Baby
Computers/
Electronics Flowers/Gifts Food
Hardware/Home
Improvement Health
FacebookUpstream
Tra!c
PinterestUpstream
Tra!c
TwitterUpstream
Tra!c
InstagramUpstreamTra!c
YouTubeUpstream
Tra!c
2.84% 0.93% 2.76% 1.92% 3.50% 0.86% 3.04% 1.23% 0.60% 2.14%
0.18% 0% 0.02% 0.09% 0.08% 0% 0.09% 0.14% 0.01% 0.03%
0.03% 0% 0% 0.05% 0% 0.01% 0% 0.01% 0% 0%
0.02% 0% 0% 0.01% 0% 0% 0% 0% 0% 0%
1.02% 0.67% 1.52% 1.17% 0.50% 0.93% 0.28% 0.16% 1.43% 0.60%
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Average by Category - Social Upstream Tra!c
22
Housewares/Home
Furnishings Jewelry Mass Merchant O!ce Supplies Pets Specialty
Sporting
Apparel Sporting Goods Toys/Hobbies
FacebookUpstream
Tra!c
PinterestUpstream
Tra!c
TwitterUpstream
Tra!c
InstagramUpstreamTra!c
YouTubeUpstream
Tra!c
1.47% 2.28% 2.39% 0.41% 4.07% 2.68% 2.58% 0.74% 1.61%
0.12% 0.06% 0.18% 0.01% 0% 0.15% 0.01% 0% 0.07%
0% 0% 0.09% 0.01% 0.01% 0.04% 0.10% 0% 0.01%
0% 0% 0.07% 0% 0% 0.01% 0.02% 0% 0%
0.20% 0.71% 0.58% 0.15% 0.66% 0.92% 0.77% 0.56% 1.71%
!"
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Adoption by Category - Website Social Lift
23
Apparel/
Accessories Automotive Beauty
Books/Music/
Videos
Children and
Baby
Computers/
Electronics Flowers/Gifts Food
Hardware/Home
Improvement Health
Facebook LikeButton
Pinterest PinIt Button
Twitter TweetButton
Google+Button
Ratings andReviews
ProductRecommendations
SocialShopping
Application
68% 56% 55% 57% 60% 38% 53% 52% 38% 63%
74% 19% 74% 32% 77% 34% 72% 65% 50% 44%
66% 25% 63% 61% 60% 49% 69% 48% 58% 63%
37% 31% 29% 36% 27% 41% 50% 48% 63% 44%
64% 69% 97% 79% 60% 75% 63% 78% 88% 81%
85% 56% 95% 79% 93% 79% 72% 87% 96% 74%
11% 0% 13% 11% 17% 0% 10% 4% 4% 7%
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Adoption by Category - Website Social Lift
24
Housewares/Home
Furnishings Jewelry Mass Merchant O!ce Supplies Pets Specialty
Sporting
Apparel Sporting Goods Toys/Hobbies
Facebook LikeButton
Pinterest Pin ItButton
Twitter TweetButton
Google+ Button
Ratings andReviews
ProductRecommendations
Social ShoppingApplication
60% 60% 49% 33% 53% 61% 69% 68% 58%
79% 72% 67% 38% 27% 59% 76% 38% 61%
58% 52% 73% 50% 40% 63% 59% 60% 68%
55% 40% 41% 38% 40% 42% 41% 55% 55%
75% 72% 84% 71% 93% 54% 86% 85% 84%
89% 72% 90% 67% 93% 83% 83% 87% 94%
14% 12% 29% 4% 0% 12% 7% 6% 6%
!"
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FACEBOOK IS STILL THE MOST ADOPTED SOCIAL
PLATFORM BY RETAILERS
99% of retailers have a Facebook page. YouTube comes in at a close
second with 98% of retailers having a presence on the platform.
NEW SOCIAL NETWORKS SEE RAPID ADOPTION
Rich Media sharing and mobile is driving the next generation of
product discovery. Adoption by brands has been rapid. In less than
one year, 38% of retailers have adopted the short video social
platform Vine. Pinterest has been adopted by even more retailers
this year, 89%, than last year, 78%, and has risen to the sameadoption rate as Twitter. Instagram, launched in 2010, has already
been adopted by 69% of retailers.
AdoptionFindings
25
0%
10%
20%
30%
40%
50%
60%70%
80%
90%
100%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
38%
69%
89%89%
98%99%
PERCENT OF BRANDS ON EACH SOCIAL NETWORK
(OUT OF 872 BRANDS)
SOCIAL NETWORK LAUNCH DATE VS ADOPTION BY BRANDS
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BRANDS WITH THE MOST VIEWS ON YOUTUBE HAVE THE
MOST SUBSCRIBERS
8/10 brands with the most subscribers on YouTube also had the most views on
YouTube, showing that customers will want to continue listening to a brand if they
are creating engaging content.
VAT19.COMS YOUTUBE VIDEOS ARE EFFECTIVE IN DRIVING
WEBSITE TRAFFIC
Vat19.com drives 17% of its website tra!c from YouTube. It is in the Top 10 for most
subscribers, video views, and upstream tra!c. The brands videos are highly
e#ective in driving tra!c back to the website because they demonstrate their
products in the videos in a way that grabs their customers attention.
Top 10 YouTube
27
Findings
NBA
NATIONAL GEOGRAPHIC
WWE
APPLE
DISCOVERY CHANNEL
VAT19.COM
HULU
HBO
NHL
VICTORIAS SECRET 304,476
319,877
358,856
411,511
476,975
909,362
1,441,649
2,190,025
2,881,233
4,344,885
NBA
HULU
NATIONAL GEOGRAPHIC
WWE
DISCOVERY CHANNEL
VAT19.COM
PBS
HBO
NHL
TIGER DIRECT 116,498,758
146,161,706
152,236,331
231,417,243
299,186,339
622,228,473
731,140,041
979,520,538
1,080,255,074
1,544,489,592LANCOME-USA.COM
VAT19.COM
SPREADSHIRT.COM
VINE.COM
UNDERARMOUR.COM
ADIDAS.COM
GAMESTOP.COM
BURBERRY.COM
BIRCHBOX.COM
AIRSPLAT.COM 6.60%
6.63%
7.22%
7.40%
7.91%
8.24%
9.15%
14.48%
17.00%
21.46%
Top 10 YouTube Subscribers
Top 10 YouTube Video ViewsTop 10 YouTube Upstream Tra!c %
For companies with over 200,000 monthly unique visitors
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5 BRANDS IN THE TOP 10 HAVE SEEN THEIR FOLLOWERS
ON PINTEREST GROW BY OVER 2X
5 of the Top 10 most followed brands last year that were also in the Top 10 this year,
L.L.Bean, Nordstrom, Lowes, lululemon athletica, and ModCloth, have seen their
followers on Pinterest grow by over 2X. Of the 5, ModCloth has seen the highest
growth, 3.8X. ModCloth is also receiving 2.7% of its website tra!c from Pinterest.
FOR FREE PEOPLE, MORE PINS EQUALS MORE WEBSITE
TRAFFIC
Free People is in the Top 10 for the most Pins and highest upstream tra!c from
Pinterest. For this brand, the more the brand pins, the more tra!c it gets from the
social network.
FAB.COM
ETSY.COM
FREEPEOPLE.COM
KINGARTHURFLOUR.COM
MODCLOTH.COM
BEAU-COUP.COM
SCHOLASTIC.COM
ANTHROPOLOGIE.COM
HAMMACHER.COM
BROOKSTONE.COM 1.35%
1.75%
1.98%
2.03%
2.22%
2.70%
3.04%
3.52%
3.55%
3.57%
HEELS.COM
BLOOMINGDALES
FREE PEOPLE
BRAYOLA
URBAN OUTFITTERS
NASTY GAL
ZULILY
GOJANE
ONE KINGS LANE
BIRCHBOX 10,287
11,490
11,627
13,010
14,604
14,805
18,677
21,908
24,220
33,886
Top 10 Pinterest
29
Findings
L.L.BEAN
JETSETTERNORDSTROM
LOWES
QUIKSILVER
GAIAM
MODCLOTH
LULULEMON ATHLETICA
UGALLERY
ROCK/CREEK 1,061,772
1,751,255
1,975,634
2,253,034
2,738,897
2,948,151
3,593,786
4,510,2744,610,226
5,658,789
WAYFAIR
SPORTSMEMORABILIA.COM
SHINDIGZ
FANATICS
AMERICAN EAGLE OUTFITTERS
THE BOWL COMPANY
NOMORERACK
JEWELRY WAREHOUSE
ONE KINGS LANE
CITRUS LANE 104
105
111
113
116
143
171
185
186
208
Top 10 Pinterest Boards
Top 10 Brand Pinterest Pins
Top 10 Pinterest Followers
For companies with over 200,000 monthly unique visitors
Top 10 Pinterest Upstream Tra!c %
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MOST POPULAR BRANDS ON INSTAGRAM SHOWS IT IS
POPULAR AMONG SHOE LOVERS
4 of the Top 10 brands with the most Instagram Brand Hashtag posts are shoe
retailers. 3 of the Top 10 brands with the highest tra!c coming from Instagram are
shoe retailers.
Top 10 Instagram
30
Findings
VICTORIASSECRET
NIKE
FOREVER21
STARBUCKS
NBA
HM
LOUISVUITTON
GUCCI
BURBERRY
NASTYGAL 883,731
904,203
933,419
962,318
1,265,380
1,289,360
1,453,008
1,690,4012,040,349
2,321,385
FREEPEOPLE
KARMALOOP
BERGDORFS
MLB
NASTYGAL
SHOPPLANETBLUE
BIRCHBOX
TILLYS
PROMGIRLXO
DRJAYS 1,810
1,815
2,146
2,155
2,281
2,525
2,548
2,637
2,719
3,867
NIKE
VANS
STARBUCKS
ADIDAS
NBA
APPLE
RAYBAN
TOMS
FOREVER21
GUCCI 1,649,658
1,708,265
1,713,522
1,928,645
2,494,765
2,690,719
3,545,803
4,523,913
5,757,419
15,488,549
VINE.COM
JIMMYJAZZ.COM
DRJAYS.COM
CHARLOTTERUSSE.COM
WETSEAL.COM
FOREVER21.COM
STORE.NBA.COM
FOOTLOCKER.COM
URBANOUTFITTERS.COM
APPLE.COM 0.26%
0.26%
0.32%
0.37%
0.39%
0.43%
0.56%
0.60%
0.66%
3.41%
Top 10 Instagram Followers
Top 10 Instagram Photos/Videos
Top 10 Instagram Brand Hashtag Posts
Top 10 Instagram Upstream Tra!c %
For companies with over 200,000 monthly unique visitors
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CUSTOMERS WANT BRANDS TO CREATE CONTENT ON VINE
3 of the Top 10 most followed Vine accounts havent created any content. By
following these brands without seeing any content beforehand, these customers are
trying to tell these brands they want to see videos from them.
SPORTS BRANDS FIND SUCCESS ON VINE
The NBA, NHL, and WWE are in the Top 10 for the most Posts on Vine and are also in
the Top 10 for the most Followers. The MLB just missed the Top 10 for the most
posts on Vine by 2 spots and it is in the Top 10 for the most Followers.
Top 10 Vine
31
Findings
NBA
STARBUCKS
MLB
NHL
VICTORIAS SECRET
NIKE
URBAN OUTFITTERS
WWE
TOMS
FOOD NETWORK 28,175
34,386
48,163
48,225
51,992
57,870
60,633
73,671
94,678
176,800
URBAN OUTFITTERS
NBA
NHL
SOUTHMOONUNDER
BERGDORF GOODMAN
THREADLESS
WWE
BEACHBODY
KARMALOOP
SANUK FOOTWEAR 61
66
69
69
70
73
81
102
119
147
Top 10 Vine Posts
Zero Posts When Research Was Conducted
Top 10 Vine Followers
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MICROSOFT
WWE
AMAZON.COM
PBS
HBO
NETFLIX
ITUNES
SONY
HP
NIKE 91
91
93
93
93
94
95
98
99
99
Top 10 Klout Scores
Top 10 Klout Scores
32
Findings
The Klout Score measures a brands overall online in#uence on a scale of 1 to 100, with 100 being the most in #uential. Klouts system
analyzes multiple social networks based on a brands engagement. Learn more at Klout.com
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FACEBOOK LEADS IN UPSTREAM TRAFFIC AND
FOLLOWERS/FANS/SUBSCRIBERS
Even though YouTube was launched just one year after Facebook, its retailer with
the highest following has 1/8th the following Facebooks retailer with the highest
following has. Pinterests most followed retailer has 1/6th the following of
Facebooks most followed retailer.
YouTubes retailer with the highest upstream tra!c has 2/3rd the upstream tra!c of
Facebooks retailer with the highest upstream tra!c. Pinterests retailer with the
highest upstream tra!c has 1/9th the upstream tra!c of Facebooks retailer with
the highest upstream tra!c.
Top 10 Comparison
33
Findings
1
2
3
4
5
6
7
8
9
10
Top 10 Upstream Tra!c by Platform
YouTube
32.16%21.46%3.57%
3.57%3.41%
1
2
3
4
5
6
7
8
9
10
Top 10 Followers/Fans/Subscribers by Platform
34,939,845
5,658,789
4,344,885
4,054,217
2,321,385
176,800
YouTube
Vine
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FACEBOOK CONTINUES TO LEAD THE WAY FOR UPSTREAM
TRAFFIC
Facebook is o#the charts for the amount of tra!c it is giving retailers compared to
the other social platforms. Although Facebook has the most upstream tra!c, much
of it is due to Facebook Exchange and being pay-to-play
TWITTER AND INSTAGRAM ARE NOT MAJOR SOURCES OF
TRAFFIC FOR RETAILERS
Tra!c from Twitter and Instagram is non-existent for most retailers. Only 85
retailers are getting tra!c from Twitter and only 55 retailers are getting tra!c from
Instagram. Vine.com is getting the highest amount of tra!c from Twitter and
Instagram at 3.57% and 3.41%, respectively. The retailers with the next highest
amount of tra!c for Twitter is 1.55% and Instagram is 0.66%, which is incredibly low
compared to the tra!c from Facebook, YouTube, and Pinterest.
Upstream Tra!c from Social NetworksFindings
34
0.01%0.02%0.1%
0.82%
2.16%
Average Upstream Tra!c from Social Networks
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PINTERESTS PIN IT BUTTON MOST USED BUTTON ON
PRODUCT PAGE
Even though Pinterest was launched in 2010, it has been placed on more retailers
sites than the Facebook Like button or Tweet button, which were launched several
years before Pinterest.
NOTE ABOUT OUR RESEARCH FOR BUTTONS ON PRODUCT PAGE
When conducting our research, we only recognized a product page having one of the buttons if the
page had a button directly on it. If a Pin It button, Tweet button, Facebook Like button, or Google+
button was buried under an AddThis button or if a customer was required to click on another button
before seeing one of the social buttons it was not counted as having one of the social buttons. We
believe having social buttons buried under another button on the product page requires too much
e$ort for a customer to share a product.
Social Website IntegrationFindings
35
PIN IT BUTTON TWEET BUTTON FACEBOOK LIKE BUTTON GOOGLE+ BUTTON
42%
59%61%62%
Social Website Integration
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APPLICATIONS ON FACEBOOK HAVE SHIFTED AWAY FROM
PRODUCT BROWSING/SHOPPING
Only 15% of the brands with apps on Facebook had at least one product browsing
app on their Facebook page. Even fewer, 2%, had fully integrated checkout. Last
year, 62% of the brands with apps on Facebook had product browsing apps and 5%
of those apps included fully integrated checkout. Within the past year, retailers have
recognized that customers do not go to a brands Facebook page when they want to
browse for products and they do not want to checkout on Facebook, and have
pulled their product browsing/shopping applications o#their pages.
CONTESTS/SWEEPSTAKES WORK BEST ON FACEBOOK
Brands have recognized that contests/sweepstakes work on Facebook. 25% of the
brands with apps on their Facebook pages had one or more active contests/
sweepstakes.
Applications on Facebook
37
Findings
CONTEST/SWEEPSTAKES
PRODUCT BROWSING (NO CHECKOUT)
ENGAGEMENT
CUSTOMER SUPPORT
SHOPPING (FULLY INTEGRATED CHECKOUT) 1%
2%
4%
5%
10%
Applications on Facebook
(Percent of apps in each category)
CONTEST/SWEEPSTAKES
PRODUCT BROWSING (NO CHECKOUT)
ENGAGEMENT
CUSTOMER SUPPORT
SHOPPING (FULLY INTEGRATED CHECKOUT) 2%
6%
12%
15%
25%
Applications on Facebook
(Percent of brands that had at least one app in the category)
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RETAILERS ARE NOT KEEPING CLOSE TABS ON THEIR APPS
ON FACEBOOK
This year, 40% of the brands with apps on their Facebook pages had one or more
apps not functioning or out of date. Last year, 35% of the brands with apps on their
Facebook pages had one or more apps not functioning or out-of-date.
BEST PRACTICES FOR HAVING APPS ON FACEBOOK
If you are going to have apps on Facebook, then make sure they are up-to-date and
functioning! Having out of date or not functioning apps creates a bad user
experience for your customers. Every touchpoint matters! Show your customers that
you care about their experience everywhere, not just on your ecommerce site!
Applications on Facebook
38
Findings
90%
10%
Percent of Brands with Applications
on Their Facebook Page
(867 brands had a Facebook page)
60%
40%
Percent of Brands with Applications
Not Functioning or Out-of-Date
72%
28%
Percent of Brands with Applications
Not Functioning
83%
17%
Percent of Brands with Applications
Out-of-Date
Percent of Applications Not Functioning or Out-of-Date
(3,096 apps analyzed)
83%
Out-of-Date11%
Not Functioning
6%
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85% OF CUSTOMERS SHOP ONLINE WEEKLY, 50% SHOP
ONLINE DAILY
Since customers are shopping online so frequently, it is important that retailers give
them a shopping experience they want to keep coming back to. New product feeds
or ever-changing crowd-sourced content on the front page of your website are great
ways to keep your website fresh.
MOST CUSTOMERS PURCHASE A PRODUCT ONLINE EACH
MONTH, 24% PURCHASE A PRODUCT ONLINE EACH WEEK
Customers are not only browsing for products online frequently, most customers
are also purchasing online at least once per month.
Customer Survey Results
39
Findings
DAILY
WEEKLY
MONTHLY
NOT VERY OFTEN 7%
8%
35%
50%
MONTHLY
WEEKLY
A FEW TIMES A YEAR
NOT VERY OFTEN
DAILY 6%
8%
24%
24%
39%
502 Customers Surveyed in July 2013
How often do you browse for products online?
How often do you make purchases online?
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FACEBOOK IS THE LEADING SOCIAL CHANNEL FOR
SHARING PRODUCTSEven though the Facebook Like button is less prevalent on the product page than
the Pinterest Pin It button and Tweet button, customers are sharing products more
often on Facebook than on Pinterest or Twitter.
MONTHLY INSTAGRAM SHARING HIGHER THAN TWITTER
AND PINTEREST
Instagram, a newer social platform than Twitter and Pinterest, is inspiring more
people to share products they bought monthly than Twitter and Pinterest.
Customer Survey Results
40
Findings
MONTHLY WEEKLY DAILY
8%
12%13%
MONTHLY WEEKLY DAILY
6%
9%9%
MONTHLY WEEKLY DAILY
7%
11%11%
MONTHLY WEEKLY DAILY
5%
7%
12%
How often do you share a product via Facebook?
How often do you share a product on Twitter?
How often do you Pin a product on Pinterest?
How often do you post a picture of something you
bought on Instagram?
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RETAILER SITES MOST EFFECTIVE METHOD FOR LEARNING
ABOUT NEW PRODUCTS
Customers rate browsing retailers sites as the most e#ective method for learning
about new products (1-5 scale). They also say Twitter is the least e#ective method.
Customer Survey Results
41
Findings
BROWSING RETAILERS SITES
EMAILS FROM RETAILERS
POST BY FRIENDS ON FACEBOOK
ACTIVITY FEEDS ON WHATS TRENDING ON R ETAIL SITES
BROWSING PINTEREST PINS IN A CATEGORY WHICH INTERESTS YOU
FACEBOOK BRAND PAGES
PINS BY THOSE YOU ARE FOLLOWING ON PINTEREST
INSTAGRAM POSTS
TWITTER 2.11
2.13
2.38
2.45
2.49
2.51
2.73
2.87
3.81
Rate how e$ective each method
is for learning about new products.
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RETAILERS PLAN TO REDESIGN THEIR WEBSITES
WITHIN THE NEXT YEAR AND INTEGRATE SOCIALFEATURES
Retailers have recognized that social features are an important part of their
websites and are weaving them into future website designs.
Retailer Survey Results
42
Findings
37 Retailers Surveyed in August 2013
NO
YES, WITHIN THE NEXT 3 MONTHS
YES, WITHIN THE NEXT YEAR
YES, WITHIN THE NEXT 6 MONTHS 5%
16%
30%
49%
Yes86%
No
14%
Do you plan to socially enable
future website redesigns?
Does your company plan on doing a
website redesign in the near future?
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MOST RETAILERS THINK FACEBOOK HAS THE MOST
POTENTIAL TO DRIVE SALESRetailers still think Facebook is the social platform that has the most potential to
drive sales. As mentioned previously in our "ndings, retailers think Facebook will
drive sales, but these sales will not occur on Facebook, instead, Facebook will drive
sales by referring customers back to the ecommerce site through things like
Facebook Ads.
SOCIAL LOGIN WILL BE ON MOST RETAIL WEBSITES BY
NEXT YEAR
Retailers recognize that logging in socially has many bene"ts; to customers and to
retailers themselves. Not only does Social Login make it easy for a customer to login
to a retailers ecommerce site, it also helps the customer see what their friends or
other people on Facebook are doing on the retailers site as well as access social
features only available to customers who connect socially. For the retailer, Social
Login helps them see their customers as people; what they literally look like via their
Facebook pro"le photo, what they Like, who their friends are, where they live, etc. It
also provides retailers with a true identity, minimizing fraud.
RETAILERS BUY FACEBOOK ADS
Retailers are already purchasing Facebook ads, why not make them more relevant to
customers? With social data, Facebook ads can be highly personalized, resulting in
higher click-through rates and more e!cient use of marketing dollars.
Retailer Survey Results
43
Findings
FACEBOOK PINTEREST TWITTER INSTAGRAM
5%5%5%
27%
58%
Which platform does your company think
has the most potential to drive sales?
MY COMPANY
DOESNT THINK
ANY OF THESEPLATFORMS WILL
DRIVE SALES
NO YES
13%
41%46%
MY COMPANY
ALREADY USES
SOCIAL LOGIN
Yes
78%
No
22%
Does your company buy Facebook ads?
Does your company plan to utilize
Social Login within the next year?
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SCIQ:RETAIL2013 Case Studies
Walmart, Amazon, Target
45
RETAIL GIANTS LAUNCH SOCIAL DISCOVERY
One of the most signi"cant trends this year in social commerce was the launch
of social discovery features by the retail giants Walmart, Amazon, Target, and
eBay (see separate case study).
Walmart.com "rst launched their beta version of social discovery late in 2012
and have re"ned it signi"cantly to todays version. Walmarts Trending Now
feature has prominent navigation directly from the home page and utilizes
crowdsourcing from purchases, ratings, and Pinterest Pins to provide a
Pinterest-like visual grid of trending products.
Targets feature is still it beta, and although brie$y linked to the home page, itis currently only reachable by the URL, awesomeshop.target.com. Targets
awesome shop utilizes crowdsourcing from Pinterest Pins and ratings (4 stars
or higher) to present its social discovery.
Amazon implemented a more advanced path to social discovery with their
Collections feature this year. The Amazon Collections feature provides its
visitors with the ability to create collections of products and this data is used to
show trending products.
The trend to combine social network data (Facebook Likes, Pinterest Pins,
Twitter Tweets, etc) with both sales and user generated content on the
retailers website (Reviews and Ratings, wish lists, social expressions such as
Love or Want, and user generated collections) to create social discovery is
the beginning of a new era of social shopping functionality directly integrated
to the retailers ecommerce and mobile experiences.
Walmart.com utilizescrowdsourcing from
purchases, ratings, andPinterest Pins to providePinterest-like visual grid oftrending products
Target.com utilizescrowdsourcing fromPinterest Pins and ratingsto display popular
products
Amazon.com providesability to create
collections and showstrending products based
on these collections
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SCIQ:RETAIL2013 Case Studies
ToysRUs & BabiesRUs
46
TOY AND BABY BOARDS
ToysRUs and BabiesRUs launched the Toy and Baby Boards social shoppingfeature right before the Christmas holiday, proving that curation and discovery are
not features reserved for fashion apparel retailers or pure play startups. Social
discovery is available on all product pages in addition to a social shopping page with
feeds for recent activity, trending products and boards, brand boards, and people.
ToysRUs social shopping goes two steps further than most of the retailers in this
report by putting social discovery on one of the most tra!cked home pages during
the holiday season and by integrating curation and discovery directly into their
mobile optimized sites. The mobile feature is the beginning of a new breed of socially
engaging, mobile enabled, in-store shopping experiences.
Toy and Baby Boards SocialShopping Feature
Social Discovery on theHome Page
Curation and Discovery onMobile Optimized Sites
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SCIQ:RETAIL2013 Case Studies
SOCIAL RECOMMENDATIONS
This year Sur La Table launched social shopping features on their ecommerce
website including customer created collections and social recommendations on its
product pages. An interesting distinction which di#ers from all retailers in this
study was the emphasis of the social recommendations on the product page. The
social discovery is the most dominate feature on the page using a horizontal grid
of large beautiful images which show the collection and with placement above the
traditional personalization recommendations. The social recommendations can
also in"nitely scroll to allow social shopping without leaving the product page.
This type of user experience signals the beginning of more immersive integrations
of social shopping with the traditional ecommerce site. Sur La Table also providesa social shopping page which shows trending products, collections, and people.
Social Shopping Pagewith Trending Products,
Collections, and People
Customer Created Collections
Social Recommendations on the Product Page
Sur La Table
47
SCIQ RETAIL2013 C St d
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DEB SHOPS SEES A 16% LIFT IN REVENUE PER VISIT WHEN
USING SOCIAL DISCOVERY
Deb Shops partnered with 8thBridge to create a social shopping experience on their
ecommerce site that has resulted in 16% more revenue per visit as measured via
extensive A/B testing. The objective of the solution is to create a better experience
that drives social discovery, engagement, and measurable sales lift. People are
empowered to discover new ideas from each other in an inspiring, Pinterest-like,
shopping experience. David Cost, VP eCommerce & Digital Marketing, launched the
Curation & Discovery solution in 2013 and has been able to cover 85% of his product
assortment with crowdsourced product collections called Style Boards. We knew
our customer would like the new experience, but were skeptical that implementing
Social Discovery features on our website would have a large impact on sales. The
results of our tests blew us away, said Cost.
ARE MY SOCIALLY ENGAGED VISITORS MY REAL CUSTOMERS?
The answer was a resounding - Yes! The customers who engage in social shopping
functionality are Deb Shops best customers (see The Socially Engaged Customer
Pro"le).
THE POWER OF SOCIAL DISCOVERY
But even in todays share everything world, 85% of the visitors will still choose toremain anonymous. This is where Social Discovery brings real ROI to social
shopping. The socially engaged customers (Deb Shops best customers) curate and
share products. This content is discovered on the Deb Shops website via social
product recommendations and trending product and collection feeds. Social
Discovery of new and complementary products by the Other 85% of visitors drives
signi"cant sales as these visitors discover products they were not originally
considering. To prove this, Deb Shops ran A/B testing to remove the social discovery
features from a control group of visitors.
Deb ShopsCase Study
48
SCIQ:RETAIL2013 Case Studies
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SCIQ:RETAIL2013 Case Studies
Kipling
KIPLING BUILDS AWARENESS AND INCREASES
ENGAGEMENT IN ITS SOCIAL COMMUNITY
Although social shopping features such as curation are engaging and fun
experiences for a retailers social community, a signi"cant bene"t is the social
discovery for all visitors. Kipling understood this when they launched their social
wishlist feature, which allows customers to build and share curated wishlists with
the community. Kipling immediately started building awareness by o#ering a
reward to their customers for creating a social wishlist. This "rst campaign resulted
in a 20X lift in engagement. They followed with a sweepstakes for creating social
content and this campaign produced similar results.
The two campaigns demonstrated that rewards and sweepstakes can build
dramatic awareness and spur engagement in the social community, but the e#ect
on social discovery for all visitors was even more dramatic.
Kipling now has 84% product assortment coverage and 96% of all product pages
viewed have a social recommendation. 20% of all visitors are browsing social
recommendations and spend 30% greater time on site while discovering products
from other people in the community.
49
96% of All Product
Pages Viewed Have aSocial Recommendation
Social Wishlist FeatureAllows Customers to Build
and Share Curated Wishlistswith the Community
20% of All Visitors Are Browsing OtherCustomers Wishlists
SCIQ:RETAIL2013 Case Studies
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SUCCESS ATTRIBUTED TO SOCIAL SHOPPING
ModCloth was ranked #4 in last years SCIQ and has been an innovator in socialshopping for many years. In July this year, CEO Eric Kober attributed their success
to social shopping and stated that the love button is the most used button on
their site. ModCloth uses this social expression to display a category speci"c Most
Loved feed on their product pages.
Late last year, ModCloth launched their Style Gallery which combines customer
uploaded photos with customer created product collections. After a customer
uploads a photo, they select the products which are represented in that photo.
ModCloth has implemented a unique feature which allows customers to not only
identify ModCloth products used in their photo, but also to select similar ModCloth
products which can be used to create the look. This feature allows more $exibility
for social discovery and harnesses the true power of user generated content. The
style gallery pictures are displayed on the product pages to let customers explore
how other users have worn that product. Finally, ModCloth integrates the social
community trends in all of their emails.
Love Button is the Most Used Button on Their Site
Style Gallery combinescustomer uploaded photos
with customer createdproduct collections
ModCloth
50
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SCIQ:RETAIL2013 Case Studies
eBay
51
A BLUEPRINT FOR LAUNCHING A SUCCESSFUL
SOCIAL SHOPPING EXPERIENCE
The launch of eBay Collections is particularly noteworthy because it provides a
case study on how to implement and launch social shopping. eBay followed
three steps, which are a blueprint for launching a successful social shopping
experience.
Step 1- Build a Seamless Experience. eBay did this by deeply integrating social
shopping into their site. The home page is now eBay Today - a showcase for
eBay Collections. My Feed is the personalization page with banner callouts to
get started with collections and reminders and status after you start. The Shop
by Navigation has a special trending collections category.
Step 2 - Seed Curated Content. Launching with a mix of expert and customer
collections leads to a better social discovery experience by providing a blend of
expert, long tail, and authentic content. eBay did this by acquiring their own
experts through the acquisition of The Bureau of Trade and by recruiting
celebrity curators such as Solange Knowles, Pharrell Williams, and Kelly
Oxfordwill. Not all retailers will have the resources to take the same route as
eBay, but many retailers have an army of experts to help seed content such as
store associates and product vendors.
Step 3- Build Awareness. As with any new feature, you need to build awarenessand educate. In addition to traditional campaigns including email, paid search,
and social media, eBay ran a $25,000 sweepstakes to get customers to share a
collection. This sweepstakes not only spread the word about the new features
through social sharing, but it also jumpstarted the crowdsourcing of
collections, which is critical to displaying relevant trending feeds to visitors as
well as providing social proof.
Build a SeamlessExperience
Seed CuratedContent
Build Awareness
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
52/133
SCIQ:RETAIL2013
133.0
69.9
132.2
90.3
127.1
94.8
109.8
89.2
109.4112.0
101.496.2
120.3
59.0
95.2
120.2
105.4
86.7
121.7
7.5 7.9
18.2
7.512.7
1.1
14.3 14.88.9 11.0
12.7 11.3
19.6
6.7
14.1
2.6
14.4
3.8
21.2
54.0
33.6
57.6
47.0 48.5
34.0
44.939.9 37.7
45.6 43.4 45.7
55.4
27.3
44.147.5
52.2
38.8
49.0
!"!
$!"!
%!"!
&!"!
'!"!
(!!"!
($!"!
(%!"!
Apparel/Accessories
Automotive
Beauty
Books/Music/Videos
Childre
nandBaby
Computers/Electronics
Flowers/Gifts
Food
Hardware/HomeIm
provement
Health
Housewares/HomeFurnishings
Jewelry
Mas
sMerchant
O!
ceSupplies
Pets
Specialty
SportingApparel
SportingGoods
To
ys/Hobbies
SCIQ by Category
52
SCIQ Scoring
SCIQ BY CATEGORY
High
Low
Average
8/12/2019 Social Commerce IQ Retail 2013
53/133
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
54/133
SCIQ:RETAIL2013
98.7
34.298.1
77.7
71.9
83.2
58.5
73.4
42.1
88.9
49.8
66.8
61.1
46.8
70.4
12.3
38.6
46.6
40.0
49.0
33.7
120.7
71.9
22.9
62.254.7
101.5
60.2
74.9
69.4
20.9
40.1
34.9
67.2
56.5
38.4
36.1
40.633.1
105.4
28.2
37.4
24.7
118.6
57.1
37.3
38.4
62.4
19.1
45.5
48.6
30.7
29.0
30.9
34.2
48.6
37.7
88.4
18.0
51.6
27.445.9
25.8
56.5
54.2
37.6
69.4
41.4
32.3
43.3
64.9
73.2
89.2
59.460.3
72.3
71.6
68.5
39.8
53.9
54.2
21.0
73.7
105.7
46.4
70.0
41.2
10.5
77.3
84.4
52.7
14.5
39.4
99.4
74.4
108.1
41.642.4
80.0
52.2
69.9
15.9
32.7
41.5
48.9
19.57.9
24.5
40.9
44.3
46.2
18.9
22.0
17.8
34.5
56.2
29.9
71.5
62.7
46.6
36.1
33.0
28.8
68.0
33.592.7
39.5
75.8
63.9
63.6
90.3
52.4
52.4
95.0
nastygal.com
naturalizer.comnautica.com
net-a-porter.com
newbalance.com
nike.com
nikeid.nike.com
ninewest.com
nixon.com
nordstrom.com
nyandcompany.com
oakley.com
oldnavy.com
onlineshoes.com
pacsun.com
pajamagram.com
paulfredrick.com
payless.com
peruvianconnection.com
piperlime.com
planetshoes.com
plndr.com
promgirl.com
queensboro.com
quiksilver.comralphlauren.com
rangerup.com
ray-ban.com
reebok.com
reef.com
reitmans.com
robertocavalli.com
rockcreek.com
ruelala.com
sanuk.com
scottevest.com
sheplers.com
shiekhshoes.comshoebuy.com
shoedazzle.com
shoemall.com
shoes.com
shop.ibex.com
shop.wwe.com
shopecko.com
shopjustice.com
shopplanetblue.com
skechers.com
smartwool.com
sneakerhead.com
soma.com
sorel.com
soul-#ower.com
southmoonunder.com
spanx.com
speedousa.com
splendid.com
spreadshirt.com
stoneisland.com
store-us.hugoboss.com
streetmoda.comsundancecatalog.com
sunglasshut.com
sunglasswarehouse.com
swimoutlet.com
talbots.com
teva.com
thebay.com
thecorner.com
thelimited.com
thenorthface.com
therealreal.com
threadless.com
tillys.comtimberland.com
toms.com
torrid.com
toryburch.com
truereligionbrandjeans.com
tumi.com
uggaustralia.com
ullapopken.com
urbanout"tters.com
vans.com
valentino.com
verabradley.com
vestiairecollective.com
viaspiga.com
victoriassecret.com
wetseal.com
whitehouseblackmarket.com
wolverine.com
wrangler.com
yesstyle.com
yoox.com
zappos.com
zazzle.comzegna.com
zumiez.com
advanceautoparts.com
americanmuscle.com
autoaccessoriesgarage.com
autoanything.com
autopartswarehouse.com
autozone.com
buyautoparts.comgo-parts.com
jcwhitney.com
jpcycles.com
lethalperformance.com
motorcycle-superstore.com
napaonline.com
oreillyauto.com
rockauto.com
tirerack.com
aveda.com
aveyou.com
avon.com
bareescentuals.com
bathandbodyworks.com
beauty.com
beautybar.com
beautyencounter.com
bhcosmetics.com
blissworld.combobbibrowncosmetics.com
bumbleandbumble.com
burtsbees.com
carolsdaughter.com
clinique.com
dermstore.com
dollarshaveclub.com
esteelauder.com
eyeslipsface.com
Brand List
54
SCIQ Scoring
APPAREL/ACCESSORIES
AUTOMOTIVE
BEAUTY
contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
55/133
SCIQ:RETAIL2013
36.0
87.830.3
132.2
45.0
49.6
76.1
25.7
45.3
33.3
64.0
51.3
32.0
87.3
26.3
130.0
18.2
63.1
61.8
32.6
63.237.3
33.7
44.8
47.0
60.4
28.7
58.3
21.0
53.7
41.9
45.0
75.5
81.255.6
17.4
90.3
84.6
42.2
35.0
62.7
59.8
61.9
7.5
22.9
30.6
21.9
30.4
26.3
50.3
117.8
28.9
34.232.6
23.2
39.8
51.7
46.6
69.7
35.8
54.3
46.3
52.1
14.5
35.3
64.912.7
32.3
51.4
47.1
127.1
30.8
47.0
47.9
53.8
50.9
98.9
14.6
23.8
6.1
8.6
72.0
17.5
27.6
46.869.5
37.6
42.3
65.9
27.0
1.1
28.4
50.8
44.8
8.2
10.4
39.1
35.329.8
48.8
49.5
39.6
38.3
38.2
83.6
71.2
39.2
69.9
44.8
15.9
30.5
51.8
25.2
11.9
26.0
21.1
34.0
54.4
18.9
19.4
28.036.3
5.5
9.5
19.3
38.5
83.1
24.5
10.9
94.8
folica.com
fragrancenet.comlabseries.com
lancome-usa.com
lovelyskin.com
lushusa.com
maccosmetics.com
ojon.com
origins.com
ouidad.com
prescriptives.com
sallybeauty.com
scentiments.com
sephora.com
skincarerx.com
smashbox.com
stockngo.com
thebodyshop-usa.com
ulta.com
alibris.com
barnesandnoble.combetterworldbooks.com
biblio.com
blockbuster.com
booksamillion.com
chapters.indigo.ca
chegg.com
christianbook.com
ecampus.com
emusic.com
fye.com
gohastings.com
hbo.com
hulu.comlulu.com
moviemars.com
net#ix.com
pandora.com
powells.com
redbox.com
scholastic.com
shoppbs.org
simpletruths.com
textbooks.com
thegreatcourses.com
timelife.com
wowhd.co.uk
abercrombiekids.com
albeebaby.com
americangirl.com
babiesrus.com
baby.steals.com
babyage.combigdotofhappiness.com
birthdaydirect.com
birthdayexpress.com
carters.com
childrensplace.com
citruslane.com
cookieskids.com
crazy8.com
diapers.com
fabkids.com
fashionplaytes.com
frenchtoast.com
hannaandersson.comjanieandjack.com
kidsafeinc.com
kidsfootlocker.com
landofnod.com
lollywollydoodle.com
onestepahead.com
onestopplus.com
oshkoshbgosh.com
potterybarnkids.com
teacollection.com
zulily.com
47stphoto.com
abt.com
aedsuperstore.com
alliedelec.com
apple.com
bargainstation.com
batteries.com
bestbuy.combhphotovideo.com
bose.com
buy.garmin.com
case-mate.com
cdw.com
compuplus.com
crucial.com
crutch"eld.com
dell.com
directron.com
eforcity.com
"refold.com
focuscamera.comfrys.com
hhgregg.com
hp.com
jawbone.com
jr.com
kellycodetectors.com
lifeproof.com
microsoftstore.com
minisuit.com
newegg.com
norton.com
onecall.com
outdoorspeakerdepot.com
panasonic.com
parts-express.com
pcconnection.com
pcm.com
pcrush.com
philips-store.com
radioshack.com
secondipity.com
sewelldirect.com
shopjimmy.comsmarthome.com
softchoice.com
softmart.com
solidsignal.com
sonicelectronix.com
sony.com
sparkfun.com
stopzilla.com
store.irobot.com
Brand List
55
SCIQ Scoring
BEAUTY
CHILDREN& BABY
BOOKS/MUSIC/VIDEOS
COMPUTERS/ELECTRONICS
contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
56/133
SCIQ:RETAIL2013
25.9
12.018.5
4.3
56.8
26.8
29.5
10.3
66.6
59.8
35.2
49.6
23.1
51.7
22.6
109.8
56.7
54.8
20.1
64.1
24.223.7
69.1
43.0
54.5
32.1
34.4
54.9
27.1
74.8
51.7
27.9
14.3
29.644.5
52.6
38.5
28.2
53.7
35.6
23.3
76.0
14.8
50.6
34.5
15.6
41.2
38.0
54.8
18.3
23.7
58.2
89.218.1
52.8
40.0
34.7
71.0
43.1
24.0
32.4
27.0
46.6
28.869.6
11.7
109.4
8.9
20.3
23.8
23.6
60.4
30.4
11.7
28.9
68.3
42.1
25.4
32.2
32.4
26.6
92.7
26.9
27.6
17.9
38.8
19.2
45.8
12.4
43.1
56.2
112.0
78.2
49.2
41.8
50.368.8
53.1
30.4
11.0
30.6
55.4
34.0
29.4
34.8
44.3
31.6
32.0
21.5
58.1
50.4
54.3
82.9
17.9
20.827.3
47.7
99.2
27.7
65.4
48.6
74.7
24.1
39.7
superbiiz.com
superwarehouse.comtechforless.com
tequipment.net
tigerdirect.com
uniquesquared.com
wirelessemporium.com
zones.com
1800#owers.com
americangreetings.com
baudville.com
beau-coup.com
berries.com
bluemountain.com
cgets.com
diamondcandles.com
ediblearrangements.com
egreetings.com
#owershop.com
ftd.com
giftcard.comgifttree.com
hallmark.com
harrietcarter.com
harryanddavid.com
igourmet.com
minted.com
novica.com
paperstyle.com
partylite.com
personalizationmall.com
pro#owers.com
redenvelope.com
storkie.comswisscolony.com
thingsremembered.com
vermontteddybear.com
whatshebuys.com
yankeecandle.com
abesmarket.com
candy.com
candywarehouse.com
chocoley.com
co$eebean.com
co$eeforless.com
englishteastore.com
freshdirect.com
godiva.com
greenmountainco$ee.com
hickoryfarms.com
jjbuckley.com
keurig.com
kingarthur#our.comklwines.com
omahasteaks.com
peapod.com
shop.safeway.com
starbucks.com
teavana.com
wine.com
wineenthusiast.com
winetasting.com
acehardware.com
benjaminmoore.combuild.com
cpooutlets.com
craftsman.com
delcity.net
drillspot.com
#oorstoyourhome.com
grainger.com
homedepot.com
houseofantiquehardware.com
kitchensource.com
lawnmowerpros.com
lowes.com
lumberliquidators.com
mscdirect.com
nationalbuildersupply.com
northerntool.com
powerequipmentdirect.com
thertastore.com
toolking.com
tools-plus.com
toolup.com
vintagetub.com
1800contacts.com
aclens.com
alevastores.com
amway.com
beachbody.com
bodybuilding.com
coastal.com
cvs.com
drugstore.com
ediets.comglassesusa.com
gnc.com
heartratemonitorsusa.com
herbspro.com
hollandandbarrett.com
iherb.com
myotcstore.com
nutrisystem.com
pureformulas.com
puritan.com
rivetandsway.com
soap.com
visiondirect.com
vitacost.com
vitaminshoppe.com
walgreens.com
weightwatchers.com
1800mattress.com
acwholesalers.comajmadison.com
allposters.com
art.com
balsamhill.com
bedbathandbeyond.com
bellacor.com
blendtec.com
blinds.com
canvasondemand.com
Brand List
56
SCIQ Scoring
FLOWERS/GIFTS
COMPUTERS/ELECTRONICS
HARDWARE/HOMEIMPROVEMENT
HEALTH
FOOD
HOUSEWARES/HOMEFURNISHINGS
contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
57/133
SCIQ:RETAIL2013
carolinarustica.com
casa.comcb2.com
chefscatalog.com
containerstore.com
cooking.com
crateandbarrel.com
cuddledown.com
cuisinart.com
cymaxstores.com
dazadi.com
designtoscano.com
everythingfurniture.com
foodnetworkstore.com
furniture.com
hayneedle.com
homeandpatiodecorcenter.com
homeout"tters.com
horchow.com
ikea.com
inmod.com
instawares.com
ivgstores.com
jossandmain.com
kenmore.comla-z-boy.com
lakeside.com
lampsplus.com
livingdirect.com
mantelsdirect.com
mikasa.com
nationalbusinessfurniture.com
nfm.com
oneida.com
onekingslane.com
overstockart.com
pbteen.com
pfaltzgra$.compillsburystore.com
potterybarn.com
restorationhardware.com
roomstogo.com
rugs-direct.com
rugsusa.com
selectcomfort.com
shopperschoice.com
signaturehardware.com
slobproof.com
stacksandstacks.com
store.bettycrocker.com
surlatable.com
tempurpedic.com
thebowlcompany.com
thegardengates.com
touchofclass.com
ugallery.com
us-mattress.com
wayfair.com
westelm.com
williams-sonoma.com
worldmarket.comzoostores.com
alexandani.com
ashford.com
bidz.com
bluenile.com
claires.com
diamondnexus.com
gemvara.com
gordonsjewelers.com
helzberg.comice.com
jamesallen.com
jared.com
jewelmint.com
jewelrywarehouse.com
jomashop.com
jtv.com
kay.com
limogesjewelry.com
myjewelrybox.com
pagoda.com
peoplesjewellers.com
ross-simons.com
ti$any.com
zales.com
ziamond.com
amazon.com
amerimark.com
bealls#orida.com
belk.combjs.com
bloomingdales.com
bonton.com
boscovs.com
bostonstore.com
brookstone.com
carsons.com
costco.com
dillards.com
dollargeneral.com
fab.com
"ngerhut.com
gettington.comgilt.com
hammacher.com
hsn.com
ideeli.com
jcpenney.com
kmart.com
kohls.com
lordandtaylor.com
macys.com
meijer.com
mileskimball.com
mygofer.com
neimanmarcus.com
nomorerack.com
overstock.com
ozbo.com
qvc.com
rakuten.com
saks"fthavenue.com
samsclub.com
sears.com
shop.com
shophq.comshopko.com
shopmyexchange.com
skymall.com
target.com
theshoppingchannel.com
unbeatablesale.com
vine.com
vonmaur.com
walmart.com
59.2
23.550.5
41.7
43.6
54.5
56.0
41.3
31.3
32.0
27.1
25.5
30.8
68.3
28.3
40.4
24.8
12.7
32.1
62.0
25.8
22.3
34.3
93.1
101.436.3
21.1
51.8
29.3
32.3
29.6
22.3
36.0
36.1
80.6
45.7
58.9
53.635.8
62.9
18.3
29.1
42.6
38.2
55.8
27.9
25.8
29.8
50.1
42.6
83.6
48.6
23.6
28.6
32.5
37.9
40.1
75.8
83.1
75.1
53.835.7
78.5
15.4
54.7
56.8
94.4
52.1
31.9
22.9
65.439.9
14.1
42.2
96.0
30.2
31.3
68.9
54.5
27.5
25.3
15.0
25.2
44.7
46.8
96.2
11.3
76.7
42.8
43.5
59.344.9
89.3
38.1
40.0
33.2
34.0
44.1
48.4
42.6
33.3
114.2
27.0
28.576.6
38.6
89.8
77.1
61.6
114.4
48.3
53.6
96.7
41.8
32.4
19.6
51.2
88.7
57.3
30.0
72.6
43.1
60.4
54.1
108.6
72.6
47.724.4
33.0
58.2
120.3
29.2
23.1
82.6
32.3
81.6
Brand List
57
SCIQ Scoring
HOUSEWARES/HOMEFURNISHINGS
JEWELRY
MASS MERCHANT
contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
58/133
SCIQ:RETAIL2013
37.5
27.3
16.1
20.9
32.4
12.0
24.6
18.6
31.7
29.2
29.2
16.3
24.6
36.2
58.2
25.4
10.8
7.5
6.7
40.8
59.046.4
24.7
21.4
36.1
37.7
52.8
28.7
44.6
42.814.1
30.8
44.9
29.5
95.2
52.7
36.3
77.8
39.3
34.4
62.1
2.6
50.2
13.3
108.3
10.4
120.2
14.7
43.521.4
35.1
23.9
42.4
32.2
64.7
45.8
106.0
36.2
16.1
11.9
78.1
95.342.4
38.3
25.5
21.3
46.2
48.6
63.8
26.4
6.8
37.3
75.0
56.6
52.0
47.2
47.8
11.9
26.2
46.0
85.7
63.3
33.5
20.5
15.528.9
65.5
88.8
24.7
82.7
109.1
21.9
96.2
29.8
42.8
54.8
103.0
12.270.3
43.9
45.5
105.4
56.9
27.4
52.6
50.5
50.4
47.5
31.1
71.6
54.3
14.4
91.8
57.6
27.6
48.5
39.030.1
70.5
39.5
27.5
30.6
70.2
75.9
25.1
93.3
wards.com
yesasia.com
4inkjets.com
buyonlinenow.com
chalk#y.com
companyfolders.com
databazaar.com
deluxe.com
discounto!ceitems.com
franklinplanner.fcorgp.com
ibuyo!cesupply.com
idwholesaler.com
ldproducts.com
levenger.com
o!cedepot.com
o!cemax.com
overnightprints.com
printingforless.com
psprint.com
restockit.com
shoplet.comstaples.com
theeleganto!ce.com
urbangirl.com
vistaprint.com
1800petmeds.com
dog.com
dogids.com
doversaddlery.com
drsfostersmith.cominthecompanyofdogs.com
je$erspet.com
petco.com
petedge.com
pet#ow.com
petsmart.com
puplife.com
smartpakequine.com
vetdepot.com
wag.com
1sale.com
amsan.com
ancestry.com
bettymills.com
birchbox.com
blacklight.com
bourbonandboots.com
buildasign.com
calendars.comcostumecraze.com
cpa2biz.com
deepdiscount.com
discount"lters.com
discountramps.com
disneystore.com
domyownpestcontrol.com
etsy.com
fathead.com
galls.com
good360.org
groupon.com
hottopic.comjetsetter.com
joyus.com
kleargear.com
ko%ersales.com
lakeshorelearning.com
lifeway.com
livingsocial.com
magazines.com
minimus.biz
orangeonions.com
orientaltrading.com
partycity.com
pgestore.com
pimsleurapproach.com
propertyroom.com
replacements.com
schoolspecialty.com
shindigz.com
shop.nationalgeographic.com
shutter#y.com
silkscreeningsupplies.com
simplyglobo.com
smartsign.comsnap"sh.com
spencersonline.com
store.discovery.com
sustainablesupply.com
thegrommet.com
theknot.com
theparkcatalog.com
thinkgeek.com
tractorsupply.com
uncommongoods.com
v2cigs.com
vat19.com
water"lters.netwoot.com
altrec.com
athleta.com
ccs.com
champssports.com
citysports.com
columbia.com
discountdance.com
evo.com
fanatics.com
fansedge.com
"nishline.com
gaiam.com
lucy.com
lululemon.com
merrell.com
montrail.com
moosejaw.com
mountainhardwear.comn#shop.com
patagonia.com
prepsportswear.com
roadrunnersports.com
run.com
shop.mlb.com
shop.nhl.com
sportsworldchicago.com
store.nba.com
Brand List
58
SCIQ Scoring
!"
PETS
SPECIALTY
SPORTINGAPPAREL
OFFICE SUPPLIES
MASS MERCHANT contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
59/133
SCIQ:RETAIL2013
49.9
83.9
55.7
22.7
75.3
86.7
41.1
32.2
33.5
3.8
8.6
45.6
59.2
40.1
16.9
41.8
24.8
36.3
27.4
51.9
32.038.0
35.7
35.3
39.5
44.3
43.4
48.5
66.3
38.9
21.9
39.8
21.4
69.66.6
32.8
38.8
59.7
15.2
30.6
59.3
39.2
49.3
61.4
21.8
29.5
42.7
30.9
28.6
49.8
56.5
44.7
32.232.6
49.1
51.6
26.5
38.7
21.2
29.6
53.2
55.1
88.7
74.1
53.5
60.353.0
38.4
65.7
27.0
27.7
62.7
37.7
55.7
69.2
27.5
121.7
21.2
64.5
29.2
titlenine.com
underarmour.com
academy.com
actionvillage.com
airsplat.com
backcountry.com
basspro.com
bikebandit.com
bikesomewhere.com
billiards.com
boats.net
burton.com
cabelas.com
campmor.com
championsondisplay.com
cheaperthandirt.com
coleman.com
dickssportinggoods.com
ems.com
gandermountain.com
gearup2go.comgolfgalaxy.com
golfsmith.com
hockeymonkey.com
jensonusa.com
mec.ca
modells.com
opticsplanet.com
orvis.com
overtons.com
paintball-online.com
performancebike.com
redoxx.com
rei.comrepublicbike.com
rockbottomgolf.com
shop.callawaygolf.com
sierratradingpost.com
skis.com
smooth"tness.com
sportsauthority.com
sportsmansguide.com
sportsmemorabilia.com
taylormadegolf.com
teamexpress.com
tgw.com
totalhockey.com
westmarine.com
zephyrsports.com
amainhobbies.com
americanmusical.com
artbeads.com
austinbazaar.combellalunatoys.com
big"shgames.com
buildabear.com
campingworld.com
entertainmentearth.com
fao.com
fatbraintoys.com
"remountaingems.com
game#y.com
gamestop.com
guitarcenter.com
hobbytron.com
joann.comleapfrog.com
lukiegames.com
musiciansfriend.com
musicnotes.com
oompa.com
samash.com
sheetmusicplus.com
shop.lego.com
sweetwater.com
thinkfasttoys.com
toysrus.com
wwbw.com
yarn.com
yoyo.com
Brand List
59
SCIQ Scoring
TOYS/HOBBIES
!"SPORTINGAPPAREL
SPORTINGGOODS
contd
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
60/133
Q
Index ClassesQ g
60
Brand RankBrand Awareness
on SocialNetworks Score
Social UpstreamTra!c Score
Website SocialLift Score
SCRM PotentialScore
SCIQ
freepeople.com
lancome-usa.com
smashbox.com
lollywollydoodle.com
toysrus.com
plndr.com
target.com
bourbonandboots.com
shop.wwe.com
babiesrus.com
modcloth.com
kmart.com
fab.com
bodybuilding.com
diamondcandles.com
1 130.1 120.0 146.7 139.4 133.0
2 114.4 180.0 106.6 119.4 132.2
3 109.6 160.0 113.3 151.5 130.0
4 78.1 200.0 113.3 97.0 127.1
5 119.0 40.0 180.0 200.0 121.7
6 92.7 160.0 113.3 109.1 120.7
7 138.6 40.0 180.0 127.3 120.3
8 63.6 200.0 86.7 151.5 120.2
9 148.7 180.0 66.7 0 118.6
10 86.1 60.0 180.0 200.0 117.8
11 119.3 100.0 120.0 139.4 115.7
12 107.2 40.0 173.3 181.8 114.4
13 91.4 120.0 126.7 127.3 114.2
14 126.8 80.0 120.0 139.4 112.0
15 80.5 200.0 53.3 97.0 109.8
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
61/133
Q
Index ClassesQ g
61
Brand RankBrand Awareness
on SocialNetworks Score
Social UpstreamTra!c Score
Website SocialLift Score
SCRM PotentialScore
SCIQ
craftsman.com
theknot.com
ae.com
sears.com
birchbox.com
zappos.com
bucketfeet.com
etsy.com
vans.com
shoedazzle.com
ccs.com
justfab.com
vat19.com
rangerup.com
kenmore.com
16 90.6 40.0 173.3 181.8 109.4
17 117.3 80.0 120.0 139.4 109.1
17 123.8 60.0 133.3 139.4 109.1
18 107.9 20.0 173.3 181.8 108.6
19 134.5 160.0 66.7 0 108.3
20 108.1 120.0 100.0 97.0 108.1
21 61.8 200.0 73.3 60.6 106.6
22 154.5 120.0 66.7 36.4 106.0
23 132.2 80.0 120.0 60.6 105.7
24 124.3 80.0 106.7 121.2 105.4
24 102.3 40.0 166.7 127.3 105.4
24 104.7 100.0 100.0 139.4 105.4
25 89.9 200.0 53.3 0 103.0
26 104.9 200.0 33.3 0 101.5
27 84.2 20.0 173.3 181.8 101.4
8/12/2019 Social Commerce IQ Retail 2013
62/133
SCIQ:RETAIL2013 SCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
63/133
Index ClassesQ g
63
Brand RankBrand Awareness
on SocialNetworks Score
Social UpstreamTra!c Score
Website SocialLift Score
SCRM PotentialScore
SCIQ
brayola.com
pet#ow.com
aerie.com
eyeslipsface.com
store.irobot.com
claires.com
store.nba.com
forever21.com
jossandmain.com
thertastore.com
bobbibrowncosmetics.com
debshops.com
lululemon.com
net#ix.com
dermstore.com
41 65.1 200.0 40.0 36.4 95.2
41 83.8 200.0 33.3 0 95.2
42 77.1 60.0 133.3 139.4 95.1
43 117.9 140.0 46.7 36.4 95.0
44 62.8 200.0 53.3 0 94.8
45 91.4 60.0 106.7 169.7 94.4
46 117.7 140.0 53.3 0 93.3
46 130.8 100.0 80.0 0 93.3
47 71.1 80.0 106.7 157.6 93.1
48 29.2 200.0 80.0 0 92.7
48 115.0 60.0 73.3 181.8 92.7
49 81.4 20.0 140.0 200.0 92.4
50 125.8 60.0 100.0 60.6 91.8
51 130.8 60.0 80.0 90.9 90.3
51 68.8 100.0 100.0 97.0 90.3
8/12/2019 Social Commerce IQ Retail 2013
64/133
8/12/2019 Social Commerce IQ Retail 2013
65/133
SCIQ:RETAIL2013
d lSCIQ Scoring
8/12/2019 Social Commerce IQ Retail 2013
66/133
Index Classes
66
Brand RankBrand Awareness
on SocialNetworks Score
Social UpstreamTra!c Score
Website SocialLift Score
SCRM PotentialScore
SCIQ
hulu.com
cafepr