Back in July, Sprinklr introduced Benchmarking, which gives brands critical competitive insights and allows them to compare social media marketing performance at a glance with dynamic, shareable analytics. This month, we’re bringing new features and functionality to Benchmarking, deepening brands’ ability to analyze performance of social content compared against competitors or other best-in-class brands.
Using Benchmarking, we looked at how four of fast fashion’s top retailers – H&M, TopShop, Zara, and Forever21 – compare to one another on social. Our data reminded us that audience size isn’t everything; a brand might have a large social following, but that doesn’t necessarily translate to a high level of engagement.
Also, understanding what’s driving that engagement – what people are saying about your brand, including your product, pricing, and customer service – is just as important as quantifying key engagement metrics. Thanks to feedback that was 59% positive on customer service and 84% positive on product quality across social conversations, Topshop has the highest overall brand perception of the four retailers.
About the Author: Jenny Ryan is a Senior Product Marketing Manager at Sprinklr, helping brands learn to love their data. She has a soft spot for new books, good food, and crazy metrics.
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