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Diversity is the Only Consistency for Brands Killing it on Social, According to the evalue(TM) Retail Index

Champs Sports and GameStop at the Top of Their "Game" on Social; Tiffany & Co. is Crushing Other Retailers with its Engaging and Impactful Social Content J.Crew, H&M, Forever 21, Old Navy, Banana Republic, Zara, American Eagle, Gap, Levi's, Urban Outfitters and Guess Score Well Below The Industry Average with Their Social Efforts

TORONTO, ONTARIO--(Marketwired - Dec 22, 2014) - Engagement Labs (TSX VENTURE:EL), the world's foremost data-based communications company and creator of evalue™, the only independent global benchmark for social scoring, today released its "Retail Index" showcasing the top evalue scores for the world's leading retailers. Champs Sports (96), GameStop (95) and Tiffany & Co. (89) were top-of-the-class in social engagement, impact and responsiveness - three key actionable components of the more than 300 conventional social media metrics in the evalue score. The Index includes evalue scores from 80 different major retail brands.

The diversity of offerings from top scorers including Champs Sports, GameStop and Tiffany & Co., underscores that no matter the industry, thoughtful, genuine, sharable and consistently engaging content truly differentiates a brand from its competitors on social media. In particular, the top three performing brands significantly outscored many notable fashion retailers such as J.Crew (55), H&M (54), Forever 21 (54), Old Navy (54), Banana Republic (52), Zara (46), American Eagle (45), Gap (42), Levi's (40), Urban Outfitters (38) and Guess (23), all of which fell well below the retail industry average of 64.

"From sporting goods and videogames, to luxury goods and jewelry, it's great to see such a wide variety of companies that were able to use social to differentiate their brands," said Eli Singer, CSO of Engagement Labs. "The secret to their success, is the ability to generate significant engagement by being thematically consistent, timely and relevant with their content. For Tiffany, by delivering interactive, animated content and integrating live streaming of Google Hangouts that include clever hashtags, the brand has seized the opportunity to connect on social with people in a way that differentiates its business during the holiday shopping season."

Social media is a place where effort, thoughtfulness and being genuine can pay big dividends for brands. To stay relevant, major retailers need to focus on creating content that has a uniform look and feel, is relevant to their target audience and is not afraid to push the boundaries. Tiffany does well with using their signature blue color throughout all of its efforts, which is a great way to immerse customers in their brand and drive organic engagement.

"Champs Sports' evalue score is a clear indicator of how thematically aligned, consistent content differentiates specialty-sporting goods and shoe retailers from larger multinationals on social media," said Bryan Segal, CEO of Engagement Labs. "For instance, Champs Sports' '#TheDrop' series, offers fun and interesting facts about top athletes and professional sports teams. It's a great way to drive engagement and jump into mainstream, pop culture moments that build trust with consumers using relatable content."

Outside of Champs Sports, the majority of sporting retailers scored above average on the Index, including the likes of Foot Locker (85), Finish Line (76) and Dick's Sporting Goods (68). Sports Authority (43) was the lone outlier that finished well below the industry average.

Other evalue Retail Index findings include:

  • Levi's, Gap (42) and Coach (35) also offer little-to-no seasonally specific content, missing out on an important moments to connect with their audience in a timely, interesting and relevant way

  • Coach (35) and Guess' (23) customer service numbers were extremely low, and were a key factor in their being ranked very low on the Index. Guess was also ineffective in their use of hashtags, and lacked a strong and consistent theme to their content

  • Big box retailers populated the middle tier of the Index: Costco (68), Sam's Club (65), Sears (65), Kmart (59), Walmart (50), Target (44)

  • Home improvement companies in general scored in the middle-to-upper tier: The Home Depot (81), Ace Hardware (75), Sherwin-Williams (62) and Lowe's (57)

Methodology

Brands are ranked by their evalue score, which is an overall measure of performance and effectiveness on a given social media channel. The ranking is based on the evalue scoring system, which is backed by a patented algorithm and benchmarked against a database of 50,000 verified brand accounts. The evalue score itself is an aggregate of the ideal social media KPIs - the three sub-scores of engagement, impact, and responsiveness. Unlike most tools, evalue analyzes all Facebook Page custom targeting options simultaneously. For the purpose of this Index, we looked at standard pages, global/local pages and geo-targeted content facing the United States.

About Engagement Labs

Engagement Labs' patented evalue™ Score is the Global Standard for Social Scoring. evalue™ analytics Pro, an enterprise grade social media analytics platform, scores brands between 1-100. evalue™ measures brands' social media and digital marketing efforts. It's composed of a series of metrics and KPI's, among them: engagement, responsiveness and impact, benchmarked against 50,000+ handpicked verified brands.

Engagement Labs (TSX VENTURE:EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the evalue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measuring that of their competitors, across major social networks Facebook, Twitter and YouTube. Engagement Labs maintains offices in Montreal, Toronto and Paris. www.engagementlabs.com / www.evalueanalytics.com

RETAIL INDEX

Ranking

Brand

evalue Score

1

Champ Sports

96

2

Game Stop

95

3

Tiffany & Co

89

4

Hot Topic US

89

5

Macy's

89

6

Nordstrom

87

7

Safeway

85

8

Boot Barn

85

9

Foot Locker > United States

85

10

Aeropostale - Global > United States

84

11

Belk > United States

82

12

Big Lots > United States

82

13

The Home Depot - Global > United States

81

14

Pier 1 Imports > United States

81

15

Publix > United States

81

16

Petco > United States

81

17

Bath & Body Works > United States

80

18

Best Buy > United States

80

19

JCPenney > United States

79

20

Sephora > United States

79

21

Williams-Sonoma - Global > United States

78

22

Kohl's > United States

78

23

Finish Line > United States

76

24

Ace Hardware > United States

75

25

Abercrombie & Fitch - Global > United States

75

26

Chico's > United States

73

27

Barnes & Noble > United States

73

28

JustFab > United States

72

29

Ross Dress for Less > United States

71

30

CVS > United States

70

31

Kroger > United States

70

32

Advance Auto Parts > United States

70

33

Dick's Sporting Goods

68

34

Costco > United States

68

35

IKEA USA

67

36

Toys ''R'' Us > United States

67

37

PetSmart - Global > United States

66

38

Sam's Club > United States

65

39

Sears > United States

65

40

Michaels Stores > United States

63

41

Marshalls > United States

63

42

Sherwin-Williams for Your Home > United St

62

43

Bed Bath & Beyond > United States

60

44

T.J.Maxx > United States

60

45

Neiman Marcus > United States

60

46

Kmart > United States

59

47

HomeGoods > United States

57

48

Lowe's Home Improvement > United States

57

49

Bloomingdale's > United States

57

50

Whole Foods Market > United States

56

51

Dollar Tree > United States

56

52

Buckle > United States

55

53

J.Crew > United States

55

54

Old Navy - Global > United States

54

55

Forever 21 - Global > United States

54

56

H&M - Global

54

57

Banana Republic - Global > United States

52

58

PacSun > United States

52

59

Office Depot > United States

52

60

Dollar General > United States

51

61

Walmart > United States

50

62

Wet Seal > United States

50

63

RadioShack > United States

49

64

Family Dollar > United States

48

65

Walgreens > United States

48

66

DSW Designer Shoe Warehouse > United St

47

67

ZARA > United States

46

68

Build-A-Bear Workshop > United States

46

69

Spirit Halloween > United States

46

70

American Eagle Outfitters - Global > United

45

71

Target > United States

44

72

Sports Authority > United States

43

73

Gap - Global > United States

42

74

Levi's - Global > United States

40

75

Topshop - Global > United States

38

76

Urban Outfitters > United States

38

77

Coach - Global > United States

35

78

AutoZone > United States

33

79

GUESS > United States

23

80

7-Eleven

19

To view the photos associated with this press release, please visit the following links:

http://media3.marketwire.com/docs/ScreenShot2014Dec12at45309PM.jpg

http://media3.marketwire.com/docs/ScreenShot2014Dec12at45554PM.jpg

http://media3.marketwire.com/docs/ScreenShot2014Dec12at45737PM.jpg

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