Listening to followers
Nordstrom has a customer-centric content strategy and adds Pins popular with customers. Each week, they check analytics to see which items from Nordstrom.com are getting the most interactions. They add these Pins to their Top Pins: Nordstrom.com board and give followers more content like that. Nordstrom also uses Pinterest data to influence decisions from buying and marketing to where they put hot items in stores.
“Every day, our customers are actively Pinning, saving and sharing the products they find most relevant in their lives. We believe our customers are telling us, through their pins, which items are the most relevant and exciting. Our goal is to share these products with likeminded customers,” Galipeau said.
Using Pinterest to inspire (and sell) in-stores
In January 2013, Nordstrom started to test its most popular Pins in a few stores to see how customers would respond.
They developed an internal iPad app that lets salespeople view the most popular Pins and match those items with inventory levels by store and department. The app made it easy for salespeople to show customers trending products and merchandise on floors each week.
Nordstrom attached signage—hangtags, cards and clips—with the Pinterest logo to dresses, handbags and shoes that received the most engagement on Pinterest. Initial feedback was so positive they rolled it out to more stores across the West Coast, Midwest and East Coast.
Now, all 117 Nordstrom stores feature Top Pinned signs on merchandise in women’s shoes and handbags, two of the most pinned categories from Nordstrom.com.
“We were encouraged by the positive results in sell-through from our in-store merchandising test,” Galipeau said. “It’s exciting to see how our online community can affect merchandising decisions in a physical store.”
Suggestions from Nordstrom
Create Pinterest-centered experiences on your website
Use Pinterest data to influence buying and marketing decisions
Showcase popular Pins in stores