Retail Industry Trends: The Rise of Pinterest
Pinterest Is Quickly Becoming a Dominating Force in Retail
Pinterest – the online scrapbook that was originally dominated by wedding planning fiancés, baby enthusiasts and food bloggers – has become a viable sales tool for retail stores. Since the site was established in 2011, its popularity has exploded. In less than three years, the Pinterest user base has grown to over 70 million.
Unlike some of the time sucking social media trends which often fail to have viable, trackable results – Pinterest is influencing purchasing trends. Just how big of a result? Vision Critical says huge. Twenty-one percent of Pinterest users kind of huge. They reported in a recent Harvard Business Review that: “21% of the Pinterest users we surveyed said that they bought an item in-stotre after pinning, repinning, or liking it.”
Like most new retail industry trends it’s quickly been coined. Today, advertisers commonly refer to it as “reverse showrooming.”
Unlike showrooming, the act of handling a product in the store and then purchasing it online, reverse showrooming has consumers browsing items on the web and then trekking to the store. Large businesses such as Nordstrom have integrated their Pinterest presence with their in-store shopping experience. Establishing their own Pin Boards, incorporating Pinterest tags on items and placing tablets linked to Pinterest in their sales peoples’ hands has shown favorable results.
While sometimes new retail industry trends are only applicable to one product type, Pinterest reach has proven all inclusive. Lowes, the home-improvement retail giant, uses the site to post specifics about dimensions, products and prices.
Small business have also jumped on this new retail industry trends wagon. The learning curve aside, Pinterest offers a completely free way to visually showcase novelty goods on a broad scale. It’s an opportunity smaller stores would not otherwise have and one which some small business are loving.
Retail Industry Trends Pinterest Tips
How can you quickly start maximizing your Pinterest presence? These five tips will get you started.
“Pin This” Buttons
Encourage pinning. Boldly suggest to users they pin your items by placing a “Pin This” button next to items on your website. Roughly 60 percent of Pinterest encouraged purchases were discovered through the Pinterest channel, not from a retailer’s own Pinterest channel. Don’t rely on just your pins to make a difference.
Make Your Images Valuable
Like any social media platform, value is paramount on Pinterest. High quality Pinterest images are about more than just a good picture. Yes. Pictures matter. They need to be good to be pin worthy. But, including helpful information gives them added value.
Brand Your Images
While it is possible to track back the origin of a pinned picture, why make your potential customers work any harder than necessary? Brand your pictures and make your business easily identifiable.
Pin Your Deals
By embedding sales and promotional information into your images, you can alert customers and potential customers of specific opportunities. This drives interest. Who doesn’t love a sale? And, it creates a sense of urgency because a sale only lasts so long.
Similar to value, social media is built on a platform of being social. It may seem counter intuitive to build relationships over the internet, but that is just what you business is doing. And, it can’t do so if you aren’t talking to your customers. Ask questions. Respond to comments. Like other pinners’ boards. Engage.
Yes, Pinterest is one of the latest retail industry trends. And yes, trends often change. But, Pinterest is one which looks like it is going to stick. The sooner you get your business involved, the more quickly you can build strong relationships and see the positive results.