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INDUSTRY INSIGHTS

  • 18 Jun

My Pinterest Problem

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I’ve got a confession to make… I’m a Pinterest addict. For anybody who isn’t familiar with the term, the name may suggest an obsessive interest in pins. Fear not – there’s no need to remove sharp objects in my presence – the pins I’m interested in are purely virtual. Pinterest is actually a social media site, which allows members to “pin” images, videos and other objects to their online pinboard.

There’s a number of reasons why I think Pinterest has personally captured my imagination – firstly, I was always the kind of geeky child who kept scrapbooks, secondly, I never seem to get bored with drooling over pictures of delicious looking food, or cooing over pictures of cute animals. Laugh if you will, it’s not just me who’s a fan – according to Experian Hitwise, the site became the third largest social network in the United States in March 2012.

In Britain, the website has not yet achieved the same levels of growth, but the potential is there. In an article published earlier this year, Retail Week’s Rebecca Thomson commented that Pinterest has already surprised UK retailers with its ability to drive traffic directly to their sites.

I believe that because Pinterest is almost entirely picture driven, it offers something different to sites focused more on statuses such as Twitter, Facebook and Google+. On these other social media sites there appears to be less of a precedent for people to share photos or illustrations originally uploaded by others.

To fully exploit the site’s potential, it is advised that retailers not only set up their own corporate Pinterest pages, but also put a ‘pin it’ button on their website’s product pages so that all content is available for visitors to pin.

Have you managed to drive sales to your website using Pinterest? Or, like me, do you want to confess to an addiction to the site? Post your thoughts below or comment on / re-pin some of the images on Retail Assist’s pinboards at http://pinterest.com/retailassist/.

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