Gaining product insights and increasing holiday sales
During the holiday shopping season, Modern Citizen used Buyable Pins to gain a more comprehensive view of how customers interact with the brand on Pinterest. The retailer, which sells a range of women’s apparel, accessories, jewelry and home goods, was particularly interested in what types of Pins drive the most traffic to its site.
“We’ve found that if a particular style does well on Pinterest, that’s likely an indicator that our audience is looking for more of that style. That could mean something as specific as structured tops, midi-length skirts, or a particular color. We can then use that data to shape our strategy for the following collections,” Powell said.
Pinterest’s Buyable Pins mobile commerce solution successfully drove increased sales for Modern Citizen. Unsized or easily “giftable” items tend to do well during the holiday season for most online retailers, and Modern Citizen was no exception. Jewelry sales from Buyable Pins were particularly strong. Another valuable holiday insight that made the brand take notice: Many Pinterest orders are placed from areas across the US and outside its usual urban demographic.
“We have a primarily urban customer, so it’s been surprising to see how Pinterest enables us to reach new customers in unexpected locations. As a newer company, Pinterest is a key acquisition channel for us, and we loved seeing new customers come in from Pinterest who had never purchased with us before. Since implementing Rich Pins and Buyable Pins across our entire product inventory, we’ve seen our number of orders from Pinterest go up by 73%,” Powell said.
Suggestions from Modern Citizen
- Use rich insights about your customers tastes and trends on Pinterest to drive your product and marketing strategy.
- Deliver an effortless mobile shopping experience with Buyable Pins that combines delightful discovery with instant gratification.
- Experiment often. Try creating a board for new items at the top of your profile that gets updated often and pair with a more evergreen set of boards.