Nordstrom Takes Pinterest Engagement To New Level, Turns Most Pinned Items Into In-Store Displays

pinterest-logo-220After Geekwire.com’s report last week highlighting how Nordstrom is using  popular Pinterest items as display promotions in a select number of stores, we wanted to find out more on the retail giant’s plans to transition their social media marketing efforts into actual in-store results.

According to the report, the pilot program is running in 13 Nordstrom locations across the country, with Pinterest display promotions being tested in the dress, handbag and shoe departments. Products being tested include Pinterest signage with text reading, “Top Pinned Items” and the Nordstrom hashtag.

Nordstrom Pinterest signage

The store is also leveraging iPad displays to showcase products that are popular on Pinterest. Nordstrom spokesperson Colin Johnson confirmed that they worked directly with Pinterest before launching the program. “Their team has been incredibly helpful with all our efforts using this social network,” said Johnson.

When asked which items were chosen to be part of the Pinterest tie-in promotions, Johnson clarified that the products were selected from Nordstrom’s most pinned items in certain categories. “One other factor is each store’s inventory where the test took place,” explained Johnson, “We wanted to have alignment with what we show in that store and that department with what we have available to sell to the customer.”

According to Johnson, Nordstrom plans to assess the program’s results after the retailer wraps up its Anniversary Sale scheduled to run July 19 through August 4. “We hope it adds to our engagement with the community and ultimately enables us to sell more as well,” said Johnson.

Not only is Nordstrom leveraging Pinterest in stores, but Nordstrom.com now includes a “Top Pinned” link under the women’s section of the website.

Nordstrom.com Top Pinned

Pinterest accounts for Nordstrom’s largest social community, with 4.5 million followers as reported by Geekwire.com, more than double the number of followers on the retailer’s Facebook company page.

Bryan Galipeau, Nordstrom’s social media manager, told Geekwire.com, “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.” Because of Nordstrom’s Pinterest activity and number of followers, Galipeau believes that the image-focused social media site was a desirable resource from which to mine customer intent.

While Nordstrom did not have any quantitative results to share on the new program, Nordstrom’s spokesperson told us that the new initiative is part of the company’s broader social media efforts to enhance the customer experience. “Pinterest continues to be a key part of what we do because our customers love it and want us to be there,” added Johnson, “We’ll continue to evolve anything we do on social based on our customers and what our different communities are looking for.”

Related Topics: Channel: Social Media Marketing | E-Commerce | Pinterest | Pinterest: Business Use & Advertising | Social Media Marketing | Social Media Marketing: Advertising | Top News

Sponsored


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://www.brickmarketing.com/ Nick Stamoulis

    I actually link this is a great idea. It’s a fantastic way to blend online and in-person shopping. Pinterest, as such a visual medium, lends itself to shopping so why not highlight the items your Pinterest audience loves the most? I’ve seen Etsy do something similar, where they have real world craft fares for top sellers.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!