Retailers are using the pin board website as a platform to engage with a new audience and attract more fans.
Pinterest seems to have come from nowhere, but suddenly everyone is talking about the social site. A recent report from data analytics company Comscore showed Pinterest reached 11.7 million unique users in January 2012 in the US, making it the third fastest-growing site in the country from December 2011, when it had 7.5 million unique users.
Although predominately used in the US at present, Pinterest’s UK audience is growing. Unique users are up 76% from May 2011, with 250,000 for January 2012. So how can retailers make the most of this rapidly growing social platform?
Pinterest is effectively an online pin board that allows users to ‘pin’ anything they find on the web to their page, which they can then share with others on the site. Users don’t have to know others in order to follow them, they can just have an interest in the things they see on their pin board.
US retailers, including Gap, have already started to become actively involved on Pinterest in order to interact with this new, receptive audience. Rachel Tipograph, director of global digital and social media at Gap, says: “Over the summer, we noticed more and more users pinning Gap items, like links to their favourite pieces on our website, past ad campaigns, or photos of themselves wearing Gap. We knew we had to join and engage with this emerging community and officially introduced Gap on Pinterest in November.”
Tipograph believes Pinterest is a good way to inspire and speak to a new audience. She says: “Pinterest is a great platform to tell our brand story through images, engage with our greatest advocates and build referral traffic to our ecommerce website.”
My-Wardrobe.com is becoming active on Pinterest. Its marketing director Rob Moss thinks this is a platform etailers should be looking to. He says: “Rich media channels like Pinterest are right for pure-play fashion brands. The ability for customers, bloggers, aggregators, partners and pretty much anyone to create their own looks from digital scrapbooks is perfect. As a business to be able to link that back to us is great.”