Pinterest should be of interest to merchants in 2012

I finally tried out Pinterest this week. It is the first new Social Media tool I have tried since my underwhelming experience with Google+ this past summer. But I liked what I saw with Pinterest. It has its shortcomings and its limits, but I can see why it is growing so fast. Most importantly, however, I can see some very good applications for it with merchants.

Launched in March 2010, Pinterest allows users to post pictures, videos or discussions of things of interest to them and categorize them on to boards. People can follow other users and like ones “pins,” as is the case on Facebook. But it is not an all-encompassing tool like the aforementioned Social Media giant. I would say that Pinterest is most similar to Tumblr, though the presentation is much different. And this presentation should make Pinterest of particular interest to merchants.

Users can post pictures of themselves wearing particular brands of clothes, shoes or accessories. Those following them or searching on Pinterest can see those pictures and get an actual image of how those items will look when actually being used, as opposed to simply sitting on a rack at the store or on a shelf in a warehouse. By the same extension, merchants can post pictures of a few of their items (the site’s etiquette discourages using it purely for self-promotion) likely to stimulate excitement and, using Pinterest’s linking feature (you can add a URL after initially pinning something), redirect users to their website, where they can learn more and place orders.

Land’s End went one step further in November 2011 by launching a “Pin It To Win It” contest for the Holiday Shopping Season. It encouraged users to create pinboards with Land’s End Canvas products, with the winners getting a $250 gift card. In addition to engaging its customers, the contest served to drive people to the company’s website. And this tool worked far better for this kind of promotion than Facebook or Twitter.

I like Pinterest because it has a unique purpose and serves that purpose well. My main reason for disliking Google+ is because it tries to compete with Facebook while not offering anything extra that I find useful. Pinterest fills a void in the Social Media landscape. No wonder it gets over 1 billion monthly pageviews. No wonder Land’s End Canvas called Pinterest “the social media platform to watch in 2012.” Hopefully other merchants will see these same opportunities this year.

What do you think of Pinterest?

 

 

About these ads

About Joshua Brett
I am a native of Chicago, but have lived on the East Coast for almost 20 years. After starting my career as a news reporter, I moved into healthcare marketing, first with a small hospital, then with a small pharmaceutical development company and now with a chain of businesses that are working to improve access to the health care system. In May 2011, I completed my Masters Degree in Communication Management at Temple University, and I enjoy helping businesses, particularly healthcare ones, identify, tell and leverage their stories to achieve their business goals. My related interests are in messaging and framing in politics and in the use of social media platforms (including blogs similar to this one) by the healthcare industry to engage patients directly, drive them to healthcare providers and make them more educated consumers when they do so. Unlike my previous, disorganized, scattershot attempt at blogging, I hope to make this attempt more focused. We'll see what happens.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: