brand battle: forever 21 vs h&m
TRANSCRIPT
OVERALL SCORE CARD
COMPETITORSCOMPETITORS
LOCAL SEOLOCAL SEO
LOCAL ADVERTISING
ENGAGEMENTENGAGEMENT
REVIEWS
LOCAL DIGITAL MARKETINGLOCAL DIGITAL MARKETING
A HEAD TO HEAD SHOWDOWN
k.o.brand score
DATA QUALITY
REVIEWS
77 %
60
k.o.
BrandBattleBattleBrand
A HEAD TO HEAD SHOWDOWNin
Forever 21 vs H&M
SATISFACTION RATING
4-STAR AND ABOVE RATING
ADDRESS PRECISION
PHONE# PRECISION
FOUND LOCATIONS
DATA QUALITY
brand score
NAP ANALYSIS & LISTING PRESENCEACROSS THE “BIG 6” ENGINES AND LOCAL DIRECTORIES
KO
3wrong number, bro
bring it on
%
OVERALL SCORE CARD
LOCAL SEO
114
REVIEWS
90 95
ENGAGEMENT
108 113
DATA QUALITY
114 118
FIGHT FOR THE TOPUSING KEYWORDS Clothing Store, Womens Clothing, Dresses
40% of Forever 21'slocations showed up at position 1.
NON-RANKING LOCATIONSSEARCH RANKSupermarket
1.
2.
3.
4.
Discount Store
1.
2.
3.
4.
Forever 21's locations rankedin the first position 27% more often
than H&M’s locations.
LOCAL ADVERTISING GENERATING BRAND AWARENESSAND DRIVING LOCAL CONVERSIONS
H&M CLOTHING
H&M DRESSES
THIG
H-H
IGH
BO
OTS
H&M KIDS
H&M MATERNITY
2.
1.
3.
4.
4.
80% of Keywords rankIN POSITION 1-3
34%
BUSINESS LOCATOR LOCAL PAGES
STORE HOURS
ADDRESS
PHONE
FLAVORS IN STORE
Due to more claimed locations and theincrease in address precision, H&M managed to have an overall stronger listings presence.
43%
71%
15%
10%
2%
UNCLAIMED LOCATIONS LISTING STRENGTH
COMPETITORS
90 93
LOCAL ADVERTISING
83 90
LOCAL AMPLIFICATION
FANS
23,135,365 42,981,637
HIGHER ENGAGEMENTLikes, Shares, Comments,
& Consumer Brand Hashtags
SENTIMENT ANALYSISKEYWORD ANALYSIS
Forever 21 customers were most likely to experience:
Both brands should incorporate local pages to help boost their page rankson Google and Bing.
KEY LOCATOR FACTORS KEY LOCAL PAGE FACTORS
DOMINATED DOMINATED
Architecture & Usability
NUMBER OF COMPETITORS:4, including each other
HAS HIGHERLOCAL OCCURANCES
3840 % %Quality clothing! Helpful staff! Great selection!
Helpful
AN ANALYSIS OF CONSUMER ACTIONS AND INTERACTIONS
%38MISSING LOCATIONS
@GoBrandify
91 %
84 %
Neither Forever 21 nor H&M hasbranded local pages.
Price
KO
KO
KO
599winner
H&M's locator has a map view as well as integrated directions on mobile providing an overall greater userexperience.
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We evaluate over 250+ variables representingthe following categories:
Local SEO
Competitors
12
3
LocalAdvertising
R eviews
Measuring your Brand’s Digital Footprint.
En gagement
Data Quality
Brand Score
DATA COLLECTED: AUGUST 2015 - OCTOBER 2015
Quality
FOR THE KEYWORDS: Women's Clothing
Top competition is each other, withCharlotte Russe, The Gap, Aeropostale
623
H&M MENH AND M CLOTHING
H&M SHOES
BODY SUITS
BIKER JEANS
DIVIDED
714.660.4870 | [email protected] | www.brandify.com
39% 70 %
18%
H&M HOME
114
Across the board we noticed that H&M had more social fans that were more engaged on its social channels.
44%
THIG
H-H
IGH
LA
CE
UP
BO
OTS
Charlotte Russe, H&M, Aeropostale
The Gap, Forever 21, Zara