Retailers hope to get pinned by shoppers
A growing number of retailers are looking to social media to develop deeper connections with their customers and nowhere is this truer than on Pinterest. The site, which allows consumers to grab photos, videos and other content from all over the web and share them through pin boards, has proven successful in driving sales online and in stores.
According to data from RichRelevance, via an Associated Press report, Pinterest users spend an average of $199.16 per shopping trip compared to $92.27 for Facebook and $58.02 for Twitter.
In March of last year, Nordstrom began a test placing the Pinterest "P" logo next to items in its store that had been pinned the most on the social media site. A company spokesperson, at the time, described Pinterest as Nordstrom’s "fastest growing social channel."
More recently, CB2, the home décor chain owned by Crate & Barrel, launched a promotion to enlist Pinterest users in decorating an empty New York City apartment.
The promotion, known as APT CB2, asks Pinterest users to select from several choices (chairs, lamps, etc.) to be used in the space. The apartment will be furnished with the most pinned items. Items for various rooms are voted on in one-hour increments over the course of the promotion, which will cover five rooms over a period of five days. One lucky participant will win a dream room worth $5,000.
"They’re combining the physical and the digital world, they’re creating real-world examples of how their furniture looks and feels, and they’re doing it in a fun, interactive, contemporary way," Damian Bazadona, president of Situation Interactive, told The New York Times.
- APT CB2 – The first real apartment designed live on Pinterest – CB2/YouTube
- APT CB2
- Are Nordstrom and Pinterest Made For Each Other – RetailWire
- Retailers get creative with Pinterest – The Associated Press/The Seattle Times (tiered sub.)
- Home Décor Retailer CB2 Invites Pinterest Users to Furnish Apartment – The New York Times (tiered sub.)
What do you see as the pros and cons for retailers running Pinterest promotions? What is your assessment of the APT CB2 promotion?