Why Retail Brands Need to Get on Board with Pinterest
Social media platforms like Facebook, Twitter and Youtube have become a huge part of a brand’s marketing and publicity tactics. A more recent social media channel, Pinterest, have shown some good potential for helping retail brands in reaching their bottom-line objective. Yet some still hold reservations over this relatively new tool.
Since its launch in 2011, the online pin-board site now boasts a total number of 70 million global users. Many large retail entities have used and benefited from the popularity of this platform. There are a number of convincing reasons as to why these brands are integrating Pinterest into their marketing efforts, which include improving brand awareness, brand equity as well as consumer engagement and retention.
A research conducted by Vision Critical found Pinterest to be an effective tool in encouraging spontaneous purchasing behavior. Ultimately, the site works by enticing users to their aesthetically pleasing and persuasive online interface that, when coupled with equally visually appealing product imagery, can be effective in influencing the brand’s target audience. As users browse through pins and boards where products are attractively displayed, their consideration for purchasing the product could be persuaded, especially when the products are pinned by influential opinion leaders within the community.
The site also offers user-generated reviews that have led to the formation of communities where members contribute their thoughts and opinions on certain products or brands. This aspect of the site allows consumers to engage with each other, influencing their purchasing decisions in the long run.
A great example of large retail brands that utilize Pinterest is ASOS, one of UK’s online fashion and beauty store. The brand shares countless number of great pins on their page in order to provide inspirations for their fans and consumers. These pins range from images of celebrities sporting trending pieces as well as festival-goers at popular events. This practice helps to solidify brand awareness that establishes ASOS as an industry expert in the field of fashion and beauty. Other brands that have also embraced the Pinterest potential include Ikea, Amazon and Nike.
Overall, it has become clear that retail brands are starting to realize the enormous e-commerce potential that Pinterest brings to this new digital age. Opportunities in building brand equity and generating sales are some of the reasons as to why retail brands should embrace Pinterest as part of their social media campaigns. In order to use Pinterest successfully and effectively, integration with other key social media sites along with a coherent and well thought-out social media strategy are necessary and crucial.