Selfridges named most active department store on Snapchat

By

Barbara Santamaria

Published
Sep 8, 2016

Upmarket UK retailer Selfridges posts on average 95 snaps per week, representing five times the average for department stores, according to L2’s new Digital IQ Index.

The British company is one of 57 department stores that maintain active accounts on the mobile messaging application. Although Snapchat boasts of over 100 million daily active users, many brands have been slow to embrace the platform due to its limited metrics.

Selfridges experiments with a range of formats, from Fashion Week snaps to custom filters, collaborations with partner brands, branded stories and advertising pop-ups. The retailer has also tested in-store activation of Snapchat stickers.

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After Selfridges, the snappiest department stores are Bloomingdale’s, Next, Harrods and Dutch department store chain de Bijenkorf, found L2.

Only 5% of all department stories included in the report has activated ads on the platform, however this is expected to change as Snapchat is forecast to generate nearly $1 billion in ad revenues in 2017.