Nordstrom Brings Pinterest In-Store
US department store Nordstrom is bridging the online/offline divide by marking out its ‘most-pinned’ products on the shop floor. While image-sharing website Pinterest has become a key marketing platform for brands and a driver for e-commerce sales, this is the first time a retailer has so visibly integrated it into a bricks-and-mortar setting.
Red ‘P’ tags are attached to the items receiving the most ‘pins’ (the widget for effectively bookmarking favourite products on Pinterest) in a trial running at 13 of Nordstrom’s 248 locations until the end of July 2013.
Nordstrom already has a significant presence on Pinterest, with 4.5 million followers at the time of writing – more than all its major US department store rivals combined – and is now putting that engagement to good use to gain an insight into its most popular products. “The tags signal to customers in-store what’s hottest online – a growing reference for social-media-savvy consumers that like to crowdsource their outfits,” Nordstrom spokesman Colin Johnson told US publication Bloomberg Businessweek.
Nordstrom is also utilising the instant feedback Pinterest provides to manage its inventory: the retailer has developed a complementary app that lets its salesforce cross-reference most-pinned products with stock supplies at their location. This ensures that the current in-demand products are waiting for shoppers when they come in-store.
This week Nordstrom also earned the top spot in a study into digital department stores by New York University think tank Luxury Lab, which recognised both its significant investment in online and use of tech to improve the in-store experience.
Shoppable Content and Catwalk to Closet – both features within our industry trend Anywhere Retailing (publishing on Friday July 12) also examine how smart retailers can harness data gathered in their digital activity to better manage supply chains and the store environment.
For more on how brands are tapping Pinterest’s 48.7 million-strong following, see Retailers Pin Christmas Inspiration, Zappos Pin-Based Retail Service, Pinterest’s Growing Virtual Pin Board and Curation & The Tastegraph.