Check it Out: Retailers Enjoy Getting Pinned?
Tired of Twitter? Fed up with Facebook? Forgetting about foursquare? Why not give Pinterest a try? Launched in 2010, Pinterest is an online pinboard that enables consumers to organize and share pictures of the things they love. The fast-growing social media site has caught the attention of retailers, helping Lands’ End and Zappos, among others, engage users in yet another social media outlet.
Pinterest is an invite-only site featuring virtual corkboards where users “pin” photos of interest to the board and make comments. Consumers can follow people and brands as well as pin photos from other websites. These photos are placed on different boards according to their category. When consumers set up their account (their information can automatically be imported from Facebook), they’re given prenamed boards to pin their interests on — For the Home; Products I Love.
The vast majority of Pinterest’s users are female, so it makes perfect sense that women’s apparel brands would be eager to use the site to reach savvy shoppers, early adopters and brand evangelists, especially on the “Products I Love” board.
Lands’ End has been at the forefront of Pinterest adoption. The retailer launched its brand page on Nov. 17, 2011, a “Pin it to Win it” campaign in December 2011 and added a “Pin It” button to its website on Feb. 3.
“Once we joined [Pinterest], we realized images from Lands’ End Canvas were already being pinned and circulated,” says Michelle Casper, director of public relations for Lands’ End. “As a result, we committed to creating and activating our own presence within this community to join our current fans and attract new ones.”
Pinterest isn’t just engaging fans, it’s gaining them. Marketing optimization technology firm Monetate found that Pinterest’s unique visitors have increased 329 percent from September 2011 to December 2011. Total same-store referral traffic to five speciality apparel retailers rose 289 percent from July 2011 to December 2011. What’s more, the average user spends 98 minutes per month on Pinterest and it’s been deemed the fastest U.S. site of its kind to hit 10 million monthly unique visits.