Pinterest has been catching the eye of more high-profile retailers lately as its community and social media power continue to grow. SalesForce uses the image-based social networking site to showcase vibrant photos and videos of client success stories and content. lululemon athletica uses its Pinterest page as another platform for fitness inspiration and health information. Business 2 Community defines Pinterest as “a virtual space for company branding, cross-promotion and product marketing.” SalesForce and lululemon athletica do it well, but Nordstrom has gone a step further. The retailer has decided to take Pinterest out of our browsers and into their stores.
MarketingLand reports that Nordstrom has been running a pilot program in 13 of their stores by promoting top pinned items on their Pinterest page in-store. The products being tested are only in the dress, handbag and shoe departments, but they feature a tag attached with the Pinterest logo, signifying its popularity online. Nordstrom’s Pinterest profile totes a hefty 4.5 million followers, more than their Facebook and Twitter followers combined. Nordstrom’s social media manager Bryan Galipeau wanted to enhance the customer experience stating, “This test really came out of our desire as a company to align our social strategy with what our customers are talking about and what are customers are interested in.” Nordstrom is seeking to evolve alongside their consumers, not behind them.
The first retailer to implement this strategy, Business Insider reports that Nordstrom also incorporated a “Pin” button onto every page featuring an item on their website. Consumers can pin what they like and their pinning activities are what determine which items in the store receive a Pinterest tag. The tags are based solely on what Nordstrom’s consumer base likes best. ”What we’re doing here is taking the lead from the customer,” Galipeau stated. “We’ve seen really rapid growth on Pinterest, so what’s relevant to our Pinterest followers could be interesting to other shoppers as well.” The retailers has also created an in-store app for employees to use that helps them find popular Pinterest items in their store’s current inventory. The synergy between online and in-store created by Nordstrom has given their large consumer base a cohesive experience with social media online and offline.
“Our intuition is that this test might translate digital insight into a real experience,” Galipeau said. “It’s compelling to consider how an online community could affect merchandising decisions in a physical store.” By taking the digital experience to the next level, Nordstrom has opened up a different dialogue with its consumers. Instead of asking for their direct verbal feedback, Nordstrom is simply asking its customers to click a button because they like the image in front of them. Nordstrom has taken the dialogue occurring online and translated it into an in-store experience.
Nordstrom has found a new way to reach and react to consumers through social media that, if successful, could lead to many more retailers following right behind them.ReTweet