Retail

Report: Sephora Lookin’ Pretty On Social Media

In advance of Black Friday, Sephora is lookin’ pretty in terms of social media.

That’s according to Shareablee, which measures social media audiences and released its annual Black Friday Retail Brand Edition of its Social Scorecard. The scorecard ranks how 380 million customers are interacting with retail brands.

Sephora took the top billing with 2.4 million consumer interaction, and that includes reactions, comments, shares, retweets and favorites, across the big three: Facebook, Twitter and Instagram. While the leader of those three seems to be Instagram, Sephora does seem to have a knack for connecting with its audience through social media. Earlier this year, as PYMNTS reported, Sephora launched a chatbot through Kik that helps with makeup purchases.

Researchers at Shareablee say the consumer is more skeptical this holiday season and will reward those businesses that make a concerted and authentic effort to connect with them in order to enhance the shopping experience. The research company says this could have a long-term impact on brick-and-mortar store sales.

But within Shareablee’s rankings are some newcomers, namely in the craft and home improvement business. Newbies Hobby Lobby, Lowe’s, Michael’s and Bass Pro Shop each hopped onto the list, while veteran luxury brands like Bergdorf Goodman, Barneys and Home Goods all were bumped off. The trend for luxury brand sales has in fact been looking less illustrious lately, which PYMNTS reported back in October.

Target, Walmart and Best Buy did not make the list, and Shareablee says that in previous years the number of social interactions declined for them around this time.

Focusing individually by social platform, Facebook was won by Nordstrom (544,000 social interactions), while Amazon took Twitter (9,000).

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