Daily Dose of iQ: 5 Ways Retailers Can Use Pinterest to Make Products 'Touchable'

Dec 30, 2013 — Allan Pulga

Last week (Dec. 26) ReadWriteWeb featured a guest article by Charlotte Nichols (director of marketing at UGallery, a leading online art gallery), who extolled the e-commerce benefits of Pinterest.

She concedes that many shoppers still prefer to see certain products in person before buying. "The trick (for e-tailers) is to make a virtual item seem more physical," she writes.

Warby Parker's Pinterest boards feature non-Warby Parker content that speaks to their brand. They're pinning like a person, not like a company.

"Today, one of the most powerful tools for achieving digital-to-physical tangibility is Pinterest.

"As a visual-first, image-oriented platform, Pinterest can make services and products offered online seem touchable in a way other social networks can’t," writes Nichols. "That’s why it is said Pinterest can drive more than 4 times as much revenue per click as Twitter and almost 30% more than Facebook. You can make the virtual 'real.'"

Nichols offers the following 5 Tips for using Pinterest to boost online sales:

  1. Guest Pinners: "Etsy is a great example, using a number of influential guest pinners to make products tangible."
  2. Staff Favorites: "Zappos does this particularly well, drawing on what seems to be an army of merchandising assistants to curate boards and present personal favorites."
  3. Take Advantage of Captions: "Gilt Groupe is a good example, with easy-to-read captions that also describe the product in a way that doesn’t undercut sales. JackThreads, on the other hand, is too focused on brevity. Without a description, items are too abstract."
  4. Show Utility: "Weddington Way, an online boutique for bridesmaid dresses, is a great example, pinning images of bridesmaids wearing their products on the big day. The focus is on the end result (the benefit)—and it’s a more powerful presentation than just the product."
  5. Pin Like a Person: "Look at Warby Parker—though they’re a glasses e-tailer (mainly), their boards are largely a collection of non-Warby Parker content that simply speaks to their brand. They’re pinning like a person—not like a company intent on selling something—which not only humanizes their pins, but makes their own products seem more real and relatable. It makes you want to buy right from the page."

Topics: Mobile Industry, e-Commerce, Retail Marketing

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