Attracting global discovery
Tory Burch uses several Pinterest tools so customers can easily find products and make purchases.
All products on toryburch.com have the Pin It button as well as Rich Pins so Pinners can see instant product details, such as pricing and availability. With Rich Pins, Pinners also get email notifications when the products they Pin drop in price. Additionally, Pinterest boards are featured in marketing emails and other social channels, including The Tory Blog.
The team carefully crafts Pin descriptions to make them more searchable and to provide an indispensable resource for Pinners — including helpful style tips, for instance, as seen in the successful In These Shoes board. “We love shoes, our community loves shoes and we also know that when people buy shoes they want to know what they can wear them with,” explained Brodie. A Pin of Chelsea Ballet Flats was repinned nearly 700 times in one month, one of Tory Burch’s top five most repinned items of all time.
Pinterest also helps Tory Burch gain insight into which products and trends are resonating around the world. “Some of our favorite Pinners are from Japan, Sweden and Brazil and seeing what they’re Pinning is fascinating,” Brodie said. Equally interesting is when a product from a past season is Pinned in the present and resonates. “This happened last year when an image of Poppy Delevingne in Tory Burch boots, originally pinned by Elle UK, received hundreds of likes and requests to remake the style. The community serves as a natural focus group,” Brodie said.
Suggestions from Tory Burch
Use secret boards to share inspiration internally and prep future boards
Craft thoughtful Pin descriptions to make them more searchable
Add Rich Pins so Pinners can see extra details and get price drop notifications