Take a sigh of relief for surviving the initial back-to-school shopping haul. Now take another deep breath, because we have (potentially) panic-inducing news: it’s only just beginning.
As the air cools and leaves turn, the ultimate shopping season looms for the retail industry. Between Fashion Week and the holidays, consumers will be in a fashionable frenzy for months to come. And in line with retail trends, a large number of those consumers will turn to the digital sphere for shopping.
Pinterest has proven itself to be the perfect pick for those looking to shop online. The large, high-quality images and simple site layout provides the perfect digital window shopping experience. In fact, the network currently accounts for 25% of all retail referral traffic – a number that only continues to grow as social capabilities and opportunities increase.
Fashion is a top category on Pinterest. The network predominately attracts women from upper-income households between the ages of 18 and 34, and is known for its impressive conversion potential. In order to influence that target audience and drive traffic and purchases, retail brands need to have an optimized presence. This includes a completed profile bio, creative boards, SEO-friendly descriptions and an active pinning strategy.
While there are many retailers who are “Pinteresting,” it takes more than just a high volume of followers to truly make an impact on consumers. We believe Nordstrom, Anthropologie and J.Crew are excellent examples of brands exceeding standards on the network. We outline their value below, along with their appropriate titles.
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Nordstrom: “The Seasoned Pro.”
Celebrated across the digital sphere for their Pinterest expertise, Nordstrom is a study in best practices. With nearly 4.5 million followers and over 60 boards, the retailer covers every possible consumer interest – their boards range from “Shoe Lust” and “Fall Fashion” to “Home Base” and “Party Time.” They also include boards for men, kids and cats! They have even taken their cutting-edge Pinterest strategy offline, with the recent reveal of their in-store social shopping integration.
Anthropologie: “Sophisticated Social Chic.”
The famously stylish store successfully translates their chicness online in their Pinterest profile. With over 350,000 followers and growing, the retailer embodies their target consumer – incorporating seasonal style, weddings, crafts, decorating and fashion trends. In fact, they market effectively across all social channels – as illustrated here.
J. Crew: “On the Verge.”
Although J.Crew isn’t exactly a leader when it comes to number of followers, we consider them “one to watch.” The elegantly preppy retailer is quickly growing their presence with a stylishly simplistic approach to Pinterest. Their boards include: “Blues,” “Stripes,” and “Glitter.” They also recently became the first brand to debut a catalog on Pinterest.
Pinterest is rapidly becoming a necessary network for retailers. Pinterest shoppers even spend more than consumers coming from other networks: an average of $170 per session. And the release of price drop notifications will likely entice more consumers looking for shopping deals. Brands need to establish an optimized presence now in order to reap the retail benefits.