Marketing

La Redoute, l’e-commerçant le plus actif sur les réseaux sociaux

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Dans un classement établi par Antvoice, le vépéciste arrive en première position de marchand s’impliquant dans les réseaux sociaux. Il forme le trio de tête avec Cdiscount et 3 Suisses (bonus tableau de bord).

Pionnier français de la vente à distance, La Redoute est également en première position dans son utilisation des réseaux sociaux.

Le VPCiste nordiste se classe en effet en tête du classement réalisé par AntVoice, une agence spécialisée en marketing social, avec plus de un million de fans Facebook, près de 370 000 ‘followers » sur Twitter ou encore 23 000 fans Google+.

Des chiffres largement supérieurs à ses concurrents directs car le second du classement, Cdiscount (groupe Casino) n’affiche pour sa part que 760 000 fans Facebook ou encore 10 000 followers.

Signalons que 3 Suisses arrive en troisième position dans le palmarès établi par Antvoice.

« La Redoute est arrivée avant les autres sur les réseaux sociaux (dès 2008) et a ainsi beaucoup plus profité de la viralité ‘gratuite’ de Facebook à une période où elle existait encore », explique explique Fabrice Guérin, Directeur Marketing d’AntVoice.

« Cela a certainement permis une croissance organique forte à un coût limité. Par ailleurs la marque est très dynamique et a mis en place, en particulier sur Facebook, de nombreux jeux-concours qui ont contribué à faire progresser la taille de leur communauté. Ils ont également investi sur le community management avant leurs concurrents pour entretenir le lien avec ces communautés. »

Toutes les marques ne réussissent toutefois pas toujours leur virage F-commerce.

L’an dernier, Sucharita Mulpuru, analyste de Forrester Research, avait par exemple pointé l’échec des F-boutiques de  Gamestop, Gap, J.C. Penney ou encore Nordstrom.

(Credit photo Shutterstock.com –  Copyright : wavebreakmedia)

 

 

Infographie-Classement-S

 

 

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