Just last week we were having a conversation about the added value of using or having exposures with Facebook and LinkedIn. Here today I come across an article regarding Pinterest.
Its a great read on “Reverse Showrooming” and how a major retailer has decided it works for them.
I guess I am going to have to hop on the bandwagon and check out Pinterest more often!
Not to mention consider it for TRIAD marketing exposures. One never knows where that next customer will come from I always say, even for custom fixture manufacturers.
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Is Pinterest Becoming Retail’s New Look Book?
Recent data from Vision Critical found that 21% of Pinterest users purchased an item in-store after pinning, repining or liking the item on the site. This act of searching or browsing products online and then going to the physical store to purchase has since been deemed “reverse showrooming,” or the opposite of showrooming where it would have been seen in store and then price-compared online in order to purchase for less money.
Vision Critical event went on to find out how the pinned items first caught the attention of the consumer, finding that 50% of the products were seen while casually browsing Pinterest boards of strangers, their friends, and retailers. Think of pinterest as the new user-generated look book. A digital retail catalog, if you will, of anything and everything that is easier to scroll through for ideas than actually turning the page of a printed retail catalog.
This new reverse showrooming is focused around social media, though, unlike the traditional showrooming trend that is centered on e-commerce giants like Amazon who can undercut retail prices. Reverse showrooming plays on the stranger appeal, meaning that if you hypothetically had time to be a bystander, able to see what every shopper is interested in, your purchase decisions would be influenced by those stranger’s tastes and interests.
So it’s no surprise that retail superstars like J.Crew are turning to Pinterest to engage their customers. The apparel brand unveilled their September monthly catalog yesterday to their Pinterest followers before their at-home catalog subscribers get to see it. And to think, a year ago they didn’t even have a social media department!
But Pinterest is more than just a place for companies to post and spread the word about their products. It’s a selling catalyst as well as a tool to gage the popularity and potential sales of products by their buzz and likeability. Plus, in a perfect world it would be a great place to observe and predict trends of how your “repins” are being paired with other brands’ clothing in order to improve your own collections and style. Now, if only there was an app to have it all picked out for you when you walked into the store…