Delayed Gratification: A purchase made online from any given customer can be one and done- Forever 21 knows that if you’re willing to pin something, you’re more likely to buy it too. If you’re pinning a product, your followers will see it and are more likely to re-pin it when they may not have otherwise seen it all together. Why? Because Pinterest is responsible for 25% of retail referral traffic and this number is growing. (Rich Relevance)
Even if you pin, but don’t buy, Forever 21 is going to make more from the pin than your purchase in the long run. Ideally you’ll buy and pin, but the pin is just worth more and this effect is amplified when the ‘pinner’ is a blogger, influencer etc. In fact, top brands in the fashion/retail space average 46 re-pins on every pin. (Digitas) This is 46 opportunities to sell compared to your sole-purchase.
Image Control: Those who pin from this email disseminate strategic images that include an item price which people literally like more-pins that include an item price receive 36% more likes. (Shopify)
Time Well Spent: Many social channels have become notification-based meaning, you check your Facebook, Twitter and so on when you receive a notification and then go back to what you’re doing. Pinterest has managed to harness the un-divided attention of millions through enabling a winning combination of viewing, liking and curating things consumers can ultimately buy. If shoppers are spending more time viewing, engaging and curating on Pinterest, it’s where you want your products to be. According to Mediabistro, American users of the social network spend an average of 1 hour and 17 minutes on the site, well ahead of Twitter (36 minutes), LinkedIn (17 minutes) and Google+ (6 minutes). In fact, Pinterest gets more monthly usage than all of these other platforms combined.
Tunnel-vision: Why the Pinterest focus? Because Pinterest users spend more. Retail brands will be investing more and more into Pinterest strategies and campaigns because of this and many other wonderful things like…
- Moms are 61% more likely to visit Pinterest than the average American. (Nielsen) and since Moms identify themselves as the primary purchaser 75% of the time, it’s a great way to be where they are.
- Users drive the engagement 70% of the time (Digitas) This makes Pinterest likes and re-pins more transparent, authentic and trustworthy to other pinners.
What do you think about retail’s focus on Pinterest? Have you noticed a pivot toward this channel?