According to a study by RichRelevance, the average online order for a Pinterest user is $170, while Facebook users average about $95 per order. Let that sink in for a moment.
A lot of retailers want to make the pin-oriented social network work for them. However, instead of using Pinterest as an extension of existing e-commerce websites, a lot of companies are realizing that showing off a brand’s story and personality can be more effective when attracting followers.
Just look at these top accounts:
1. L.L. BEAN
Pinterest account: http://pinterest.com/llbean/
Boards to follow: Woodland Creatures, Rustic Living, Bean Boot Style, L.L. Bean Cat Lovers, Take Me Fishing, L.L. Bean Weddings
L.L. Bean’s top pinboard is “Woodland Creatures,” which also happens to be the most popular board on the site with 4.7 million followers, as Digiday writes. A picture of a cat dressed up to look like a bat has had over 1,000 repins alone, demonstrating seemingly unrelated pins can add to a retailer Pinterest's virality. This outdoor gear retailer's Pinterest supports the idea that reaching followers can be achieved without trying to sell products.
Pinterest account: http://pinterest.com/nordstrom/
Boards to follow: Garden Wedding Ideas, Strollers & Style, Here Comes the Bride, Shoe Lust, White Haute, Fashion Cats
Nordstrom reached followers this January by holding a bridal sweepstakes tying into their most popular board, "Garden Wedding Ideas. Reuters reports that contests are becoming an increasingly popular method to add more interaction between brand and consumer. Nordstrom has also utilized what Top Rank Blog describes as a "softer sales approach" by pinning images from on-location and outdoor photo shows instead of of just presenting upscale attire against stark white backgrounds.
3. BERGDORF GOODMAN
Pinterest account: http://pinterest.com/bergdorfs/
Boards to follow: I Never Forget, I Have a Weakness For, The Books on Our Shelves, Coiffed, History of American Style, Sundays are made for...
Bergdorf Goodman’s “I Never Forget” board features images of the items that Bergdorf’s Facebook friends say they never forget in the morning, integrating two social media platforms in order to increase the company’s presence online. By using what Marketing Land calls creative crowdsourcing, Bergdorf Goodman’s Pinterest is able to access followers that may not have otherwise been attracted to their site.
4. BARNEYS NEW YORK
Pinterest account: http://pinterest.com/barneysny/
Boards to follow: Tomboy Style, Paris is Burning Hot, Sheer Bliss, We Adore: The Modern Tuxedo, The Electric Blues, Under the Influence
Unlike other popular retailers’ Pinterests, Barneys does not have a heavy focus on bridal-related boards. As a blogger on Top Rank writes, their boards are more unique in theme, less sunny and inspirational and often more focused on street style, as reported by Top Rank. Many of Barneys New York’s pinboards do not even display items that can be purchased at their stores but are focused on food or interior design instead. Barneys is able to reach a larger demographic by displaying a wide array of content.
Pinterest account: http://pinterest.com/walmart/
Boards to follow: Meal Solutions for Dinner, Holiday Baking, Tailgating Favorites, Holiday Entertaining, 5 Ingredients or Less, Cakes, Cupcakes and Pies Oh My
To maintain an attractive-looking Pinterest that is also a successful marketing tool, Walmart mixes original content with some third party content interspersed throughout. Their account promotes creative product ideas and special occasion projects with pins from the ecommerce site but also links to cooking and parenting blogs. Last year, the account gave followers an opportunity to win a $500 gift card by sharing images of products that help lead more eco-friendly lives with the hashtag #WalmartGreen, according to a report by Pinnable Business.
Pinterest account: http://pinterest.com/reicoop/
Boards to follow: REI Infographics, Get Outside! Community Board, You in Our #NationalParks, Furry and Feathered Friends, REI Department of Venns, Expert Advice
With a healthy dose of wordplay, REI’s Pinterest focuses on the skills and products necessary for various outdoor activities such as kayaking and hiking. The boards take advantage of the multimedia capabilities of Pinterest by featuring videos of experts speaking about their past experiences. REI's account also utilizes "rich pins," further described by a Pinterest press release in May, that include real-time pricing, availability, and where to buy products.
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