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Retail Operations Management., Retail Selling

Retailers Hoping to Get Pinned on Social Media Site


By George Anderson

February 22, 2012

Depending on whom you listen to, Pinterest, the social scrapbooking site is either “a gift from the social media gods for style-conscious retailers” or “digital crack for women.” Come to think of it, perhaps those are two sides of the same thing.

According to an article on the Adweek site, retailers including The Gap, Nordstrom and West Elm are seeing referrals to their sites from Pinterest. The site allows consumers to grab images of products they like from all over the web and share them with others via virtual pin boards.

Pinterest’s referral traffic has grown from 0.17 percent in July to 3.6 percent in January, according to Shareaholic. While only a fraction of Facebook’s 26.4 percent referral traffic, Pinterest’s numbers are better than YouTube, Reddit, Google Plus and LinkedIn.

The Gap began creating its own pin boards after it noticed that consumers were grabbing images from its site to use on Pinterest.

“I think for any company that has an e-commerce presence, they absolutely have to be paying attention to Pinterest,” Rachel Tipograph, social media director at The Gap, told Adweek.

Petula Dvorak, a Washington Post columnist, who made the “crack” analogy, wrote that the whole idea of a Pinterest “sounded useless” to her and then she visited the site and “fell down the black hole time suck that it is.”

Interestingly, not all sites are feeling the love for Pinterest. According to a Mashable report, Pinterest has added code to its help section that sites can use to prevent consumers from grabbing images. When someone attempts to pin an image, they get the message: “This site doesn’t allow pinning to Pinterest. Please contact the owner with any questions. Thanks for visiting!”

via RetailWire Discussion: Retailers Hoping to Get Pinned on Social Media Site.

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About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

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