Tok&Stok’s physical Pin It button brings Pinterest into the real world
Brazilian furniture store Tok&Stok is bringing Pinterest to life through an in-store activation that allows users to pin items to their personal accounts through a real-life button equipped with Bluetooth and paired with a mobile application.
Tok&Stok is transforming its customers into brand ambassadors through a call-to-action that may be hard to resist, as it is unique and entices shoppers to try it out. The furniture retailer is allowing users to pin furniture they admire while browsing in bricks-and-mortar locations through a giant push-pin button that is Bluetooth-enabled and interacts with a mobile app to share images of the products.
“[The program] is a seamless integration between online and in-store experience,” said Aricio Fortes, chief creative officer of DM9DDB, the developer of the Pin It button. “For the first time, the Pinterest button is brought to real life.
“It amplifies the role Pinterest has on people’s lives while it has everything to do with selling furniture.”
Shopping with Pinterest
Shoppers at Tok&Stok that download its new PinList app will be able to participate in a new social innovation that combines social media with real-life products and equipment. A larger-than-life push pin with the words Pin It, representing a physical version of Pinterest’s digital pin button, will be featured next to furniture and products throughout the showroom.
Users that are interested in a specific product press down the Pin It button, which then automatically sends a Bluetooth signal to the PinList app, without users having to pair their devices or complete any other task.
Images of the items are shared to the user’s Pinterest board, enticing friends and followers to purchase the items as well or to save for future purchase.
The physical Pin It button was created by DM9DDB and operates through a low range Bluetooth board. This means that each button will be specific to that item, and will not accidentally include unwanted products.
Shoppers can create lists for wedding registry inspiration or to keep track of purchasing and items of interest.
The idea stems from the home décor sector’s popularity on Pinterest. A substantial amount of users on the social media platform are looking for inspiration for the home, and ideas for the future, which makes Tok&Stok a good fit for the project.
Mobile in stores
Mobile and social are becoming exceedingly important for bricks-and-mortar locations. It is almost more important for retailers to develop in-store mobile activations, as users are consistently connecting while shopping in stores.
For instance, Express exemplified how retailers can drive in-store shopping with Snapchat via a call-to-action prompting followers to screenshot a mobile-optimized checklist of festival fashions (see more).
Also, Kohl’s shared a store mode in its app for shoppers to conveniently search for products and locate in-store discounts, while the department store leveraged Apple Pay and Visa Checkout (see more).
“This idea engages the consumer with Tok&Stok and helps him remember the furniture during the whole decision making process,” Mr. Fortes said.