One of the biggest shopping “holidays” every year is back to school shopping. With hundreds of thousands of families flooding into stores and browse online, this gives major retail players the opportunity to significantly boost sales. This year, these brands took to social media to help leverage and generate buzz towards their individual back to school shopping sales. With retail brands such as Walmart, Kohls, Macys and various others launching campaigns at the same time, one of them must have emerged as the “winner” of the shopping season.
Determining the criteria for the winner is where the debate begins.
In an article published on Social Times, they offered various different analytics to determine the rank and success of each retail brand during the back to school shopping season. These major analytics included brand mentions, response rates, and posts with the highest engagements. It stopped at engagement. All of these retail brand’s campaigns generated a combined 963,542 mentions and yet, there is no indication of how many of those led to direct conversion or revenue. The highest engaged post by a long shot was a post by JCPenney and was consequently a post regarding a 25% discount on online— with a combined 24,233 engagements.
Do we know how many of those users actually capitalized that deal? With such a focus on digital, is anyone paying attention to the bottom line?
Chirpify’s platform provides brands with the tool to assess this area. While engagement will always be important, conversion rate is even more essential as it reveals how many consumers (plus a detailed profile of these consumers) are actually capitalizing on the post. As with the example of the highest engaged post, Chirpify’s platform would have allowed JC Penney to asses and capitalize on the 25,000+ of consumer’s engaging & actually using the promo code.
Although many brands are focusing heavily on social and mobile for #BackToSchool campaigns and are willing to spend more digital ad dollars, they will have to become more accountable with return. With no valuable data on ROI or conversion, it is difficult to crown any retail brand the true social media champion.
Read more about how CPG brands are preparing for the holiday season here.