UK lifestyle clothing brand Fat Face announced its year end results earlier this week for the 52 weeks to 31 May 2014 and revealed that much of its growth was thanks to its high levels of customer engagement – of which social media played a huge part.
“In addition to our traditional web presence and email communication with customers, we are increasingly interacting with customers through social media,” said Fat Face CEO Anthony Thompson. “During the year we launched a competition to win a Land Rover which ran for nine weeks and attracted 250,000 entrants,” he said.
The company revealed increasing ecommerce sales – up by 26% — and now representing 15% of the company’s overall sales – the latter up by 3% on last year. After relaunching its website in October the retailer plans further website enhancements, such as order in-store and click-and-collect, and increasing the number of customer database records, particularly email addresses, in order to drive customer engagement and maximise the benefit of promotions.
Customer engagement is vital for any retailer in today’s age but for retailers that truly embrace the opportunity that social media offers them – not only as a customer service channel but also as a customer communication and engagement channel – there is the opportunity to see the same sorts of results as Fat Face.
The company has nearly 19,000 followers on Twitter whilst its Facebook page has more than 100,000 likes.