There’s no doubt that Pinterest’s visual nature makes it the perfect platform to showcase products. And with the introduction of features like Product Pins and price alerts, the site has become a popular destination for consumers and brands alike. This week Pinterest added yet another feature that will help to turn pins into purchases.
People love to use Pinterest for shopping ideas, which is why the company has created a new Gifts feed of all the different things that consumers can buy. While this feed is housed with the regular categories, it stands out because it only shows Product Pins, which display extra details like pricing, availability, and where to buy right on the pin.
According to Pinterest, Product Pins get higher click-through rates than regular pins and make your brand more visible because of the logo on the Pin. Pinners also receive email notifications when Product Pins they’ve saved drop in price. This is a fantastic feature set for anyone looking to drive sales through the platform.
In order to take advantage of the new functionality, you first have to update your website to support Rich Pins. Everything you need to get started can be found on the Pinterest Developer’s website. If you’re not convinced that Pinterest is right for your business, we’ve highlighted a few case studies from participating brands below.
Visit Wayfair.com’s profile on Pinterest.
With thousands of images, the online retailer looked to Pinterest as a way to engage with new audiences, increasing direct sales, and building brand awareness. Wayfair.com not only added the Pin It button to every product page and article on its website, but it also recently integrated with Pinterest’s Top Pins API so people can see the company’s top pinned products right on the site. “Integrating with Pinterest’s API allows us to showcase the Wayfair.com products Pinterest users engage with the most,” said Patrick Baker, Wayfair.com’s social advertising senior analyst. “We hope this will aid our customers in discovering some of the most visually exciting products in our catalog.” Wayfair.com found that Pinterest referrals spend 50 percent more on average than visitors from other social channels. Additionally, they spend 20 percent more than users referred from non-social channels, including search.
As an early adopter of Pinterest, Nordstrom first used the platform as a way to inspire customers and tell a visual story. The company later added the Pin It button to its website so customers could easily collect their favorite products. Over the years, Nordstrom has gotten more vigilant in tracking analytics and watching which of its items received the most interactions on Pinterest.
Fast forward to January 2013, Nordstrom began testing its most popular pins in a few stores to see how customers would respond. The company developed an internal iPad app that let salespeople show customers trending products and merchandise on the floors each week. They accomplished this by attaching signage — such as hangtags, cards, and clips — with the Pinterest logo to dresses, handbags, and shoes that received the most engagement on Pinterest.
Initial feedback was positive, so Nordstrom rolled it out to more stores across the country. Now all 117 Nordstrom stores feature Top Pinned signs on merchandise in-store. “We were encouraged by the positive results in sell-through from our in-store merchandising test,” said Nordstrom social media manager Bryan Galipeau. “It’s exciting to see how our online community can affect merchandising decisions in a physical store.”
After realizing that its customers were using Pinterest to share clothing that it had on sale, Poshmark quickly adopted Pinterest’s mobile SDK, making it easier for consumers to pin items from the Poshmark app. Since then, the company has seen a 2.5 times increase in referral traffic from Pinterest and a tripling in Pinterest impressions.
“Because of Pinterest’s social nature and focus on sharing fashion images, we immediately knew that this was a platform that would majorly complement our users’ activity and success on Poshmark,” said Chetan Pungaliya, Poshmark’s co-founder and VP of engineering.
In addition to the mobile SDK, Poshmark uses Rich Pins so people can see product information right on their pins. Through Pinterest analytics, the company can better understand which product categories, images, and specific items resonate with pinners. Not only that, but Poshmark can also track people who come to its app from Pinterest and see how active they become as well as how much revenue they generate.
As you can see, Pinterest offers a wide variety of features that brands can take advantage of for free. The new Gifts feed is just a bonus, and one that could take on a much more important role in the future if Pinterest ever decides to add personalization elements to it. People already turn to the platform with shopping in mind, so Pinterest should be an important aspect of your social marketing strategy.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.