There are so many options these days for retailers to use social media to drive sales. Nordstrom is looking to place bets on Pinterest with a new experiment that showcases the most popular “pinned” items from the retailer at 13 stores across the country.
“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,” said Bryan Galipeau, social media manager at Nordstrom. Galipeau described Pinterest as the “world’s biggest wish list” — making it a desirable place for Nordstrom to mine customer intent and match “customers’ interactions with compelling merchandise.”
The Pinterest tie-ins are being tested in the dress, handbag and shoe departments, with the company integrating the Pinterest data with its merchandise on the store level, says Nordstrom spokesman Colin Johnson.
“It’s one thing to say: ‘Hey, this is really popular on Pinterest.’ But, it is another thing, to take it to the next step and say: ‘Not only is this the most popular on Pinterest, but this is the most relevant selection that we have for you in this store at this time.” In addition to different signage, Nordstrom has tested showcasing the items on iPad displays in the store.
Pinterest, interestingly, is the company’s largest social community with 4.5 million followers. (The Seattle retailer has 270,000 followers on Twitter and 2.1 million likes on Facebook).
Nordstrom started testing the concept at the Bellevue Square and Alderwood Mall stores in the Seattle area, and it plans to continue running the test through its big Anniversary Sale. After that sale, it will evaluate whether to keep going with the pilot project.
Galipeau said that it is too early to asses whether the program is working, but he said they are “encouraged” with the initial feedback. In addition to the in-store efforts, the company this week also set up a new section on its Web site that features the most pinned items. (Looks like folks are interested in Kate Spade New York Stud Earrings right now).
Here are the 13 stores where you can see the Pinterest test in action. Let us know what you think? Would this drive you to buy more shoes or handbags?
Bellevue Square, Bellevue, WA
Washington Square, Tigard, OR
Michigan Avenue, Chicago, IL
Woodfield Shopping Center, Schaumburg, IL
Easton Town Center, Columbus, OH
South Coast Plaza, Costa Mesa, CA
Shops at Mission Viejo, Mission Viejo, CA
The Grove, Los Angeles, CA
Horton Plaza, San Diego, CA
Broadway Plaza, Walnut Creek, CA
Garden State Plaza, Paramus, NJ
Natick Mall, Natick, MA
Towson Town Center, Towson, MD