Reverse Showrooming: Pinterest Trends in 2014
Back in September, Sarah and I presented at an SEO Meetup in Lancaster about why social media isn’t optional. I did a brief overview of all the main social media channels: Facebook, Twitter, Google+, YouTube, LinkedIn, and Pinterest.
One of the things I mentioned with Pinterest was the trend of reverse-showrooming. Showrooming is what has been killing retailers for years. This is when people will visit a store, talk to salespeople, and then buy the product online at a cheaper cost. Reverse-showrooming is the opposite and it’s being fueled by platforms like Pinterest! Now people are flocking to stores to buy products they’ve seen on Pinterest, Houzz, and other social media websites.
Driving sales are retailers like Macy’s and Target who have been adding little Pinterest icons and displays to their physical stores. If it’s a popular item on Pinterest – it immediately becomes an “it” item. When I was visiting a Target store in the DC Metro area last month, I noticed a display in the home section where certain items were marked with the Pinterest logo and the text “Top Pinned on Pinterest.”
Now, I love Target and Pinterest as much as the next girl. I mean, who goes to Target and only buys what’s on their list? That’s right – no one. I don’t follow Target on Pinterest, and I probably wouldn’t have noticed that blue pillow if the Pinterest sign hadn’t been there. Since it was there, it caught my attention – and for a second I considered buying it. It also prompted me to find Target on Pinterest and see what other items are popular and what inspiration I could find there!
How can you incorporate Pinterest into your 2014 marketing plan?
Well, obviously if you’re a retailer whose products would naturally be pinned on Pinterest, reverse-showrooming isn’t hard to implement. Macy’s has been doing it for a while, and I’m pretty sure I saw TJ Maxx or Marshalls trying it out as well.
Maybe you’re an e-commerce retailer – try doing a blog post of the “Top Pinned Items of January” or adding a watermark on a product image (“Top Pinned Item”) could get you some extra traffic.
Perhaps you aren’t a retailer, but instead a service provider – if you think your business is a fit, why not start curating Pinterest boards of content related to your industry. Then start doing blog posts and create visual content to go along with it. For instance, I’ve seen this pin show up on my Pinterest feed a few times this week and it got some great traction for this blogger! She has a great visual piece with an eye-catching image and an easy description overlaid on the image.
Could you do this with your blog? Add a visual easily pinnable piece? The only mistake this blogger made is that her image doesn’t have the option to mouse-over and pin immediately.
Hopefully some of these ideas will get you started thinking about Pinterest, social media, or maybe integrating social media into your brick and mortar stores. Interested in reading more about Pinterest marketing? Check out last month’s blog post on Creating Compelling Pinterest Boards!
As always, feel free to reach out to us in the comments, on Twitter at @webtalentmktg, Facebook, or on Google+. We’d be more than happy to answer questions and respond to comments and suggestions you might have!