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:
- Guest Pinners: "Etsy is a great example, using a number of influential guest pinners to make products tangible."
- 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."
- 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."
- 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."
- 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."