Selfridges ‘most active’ department store on Snapchat

UK retailer Selfridges has been named the ‘most active’ department store Snapchat user, according to L2’s Digital IQ Index Department Stores 2016 report.

The index reveals that Selfridges posts 95 times per week, five times the index average, taking 26 percent share of the snaps posted, ahead of American department store Bloomingdales with 17 percent.

L2 states that Selfridges has opted for a variety of posts to target millennials using Snapchat, featuring content on fashion week, collaborations with partner brands, as well as using filters. In addition, the luxury department store has also had branded Snap stories, used advertising pop-ups and events, as well as encouraging in-store activation of Snapchat stickers.

Other retailers listed as being active on Snapchat included Next, Harrods, Dutch department store chain de Bijenkorf, Asos, Neiman Marcus, Gilt, Mr. Porter, Macy’s and Lane Crawford.

However, L2 did note that only 37 percent of its index brands maintains a presence on Snapchat, adding that brands have been slow to embrace the social media platform due to its limited statistics as brands are unable to calculate how many times their videos were viewed.

The report also revealed that only 5 percent of brands have been advertising on Snapchat, however, this is expected to change as analysts at eMarketer have predicted that Snapchat will generate 935.46 million dollars in advertising revenues in 2017.