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January 31, 2012

4 Rules for Retailers to Use Pinterest

PInterest logoInterest in Pinterest? It’s all the buzz. You keep hearing that it’s the latest and greatest that social now has to offer. But you’re wondering if Pinterest is relevant for retailers like yourself? As the social landscape continues to broaden and expand, is Pinterest worth your time?

We think so.

While Pinterest has yet to evolve or may never evolve into a sales channel, the exciting momentum around the social platform is worth your involvement. The visually stimulating and creative website is attracting droves of members and a tremendous amount of online traffic.

Recent reports indicate that Pinterest’s traffic quadrupled from September to December of last year, which translated into significant new traffic for retailers who are selling pinned items.

More website traffic + more online sales = the only two reasons you need to fully embrace Pinterest.

The best way for retailers to become a part of this infectious hobby is by capturing consumers’ attention with appealing and relevant images.  There is little room for commentary on the social site, so creativity is a must.

Rule #1. Be engaging. Isn’t that the point of social media? To interact with your shoppers on a personal level, to build relationships and to gather fans, all for the sake of fostering brand loyalty? So don’t change the plan. Stay on course with Pinterest. Make sure your pins are relevant and interesting to your audience. Don’t stretch yourself beyond your expertise. Give them what they’re looking for.  

Rule #2. Learn to share. While posting to Pinterest, there is no reason that you shouldn’t include these images on Facebook and Twitter as well. Understanding the importance of going viral, Pinterest integrates with both social sites, and with a click of a button your latest pins are on all social channels. The more you share, the more likely your fans and followers are going to share too.

Rule #3. Name your price. When pinning, if you enter a dollar amount in the description the platform will automatically add the price to the corner of the image and list that pin in the Gifts section of the website. This way, you will expand the visibility of your merchandise beyond just your followers. Additionally, listing the price can simplify the purchase process once the shopper is on your website. There is no need to search for a price once there, shoppers know exactly what to expect.

Pinterest gift page

Rule #4. Fill your boards. Followers are more likely to be interested in complete boards. Make sure that each board you create is broad enough to encompass a number of inventory items, including new items as they arrive. Also, create boards that are seasonal or relevant to holidays. This will keep shoppers coming back when looking for gift and event inspiration.

Pinterest Valentines page

These four steps can easily help you capture a share of Pinterest’s high traffic volume and increase your online sales. In the meantime, we are keeping our eye on Pinterest and are eager to see how Pinterest will affect the popularity of other social sites and e-commerce channels.  Are you using Pinterest? We’d love to hear how.

If you’re interested in more details on how you can leverage social media as a retailer, check out this ebook: Six Social Media Tips to Drive Online Sales.