An early adopter of Pinterest, Nordstrom started using the service as a way to inspire customers and tell a visual trend story. They added the Save button to their website so customers could easily collect their favorite items, spreading Nordstrom Pins virally across Pinterest. On their Pinterest account, they curate popular products from Nordstrom.com, inspirational images from blogs customers love, on-trend fashion and helpful tutorials. Their Our Favorite Things board is a collection of the top products from Nordstrom.com and relevant content from third parties.
“Our goal is to inspire customers—in the way they shop, share and Pin,” said Bryan Galipeau, Nordstrom’s social media manager. “One of the things we love most about Pinterest is that customers can get inspired and take an action on their own terms. In many ways, it’s the world’s biggest wish list.”
An early business on Pinterest, Nordstrom created content that aligned with the DIY spirit of Pinners. They tested live-pinning at Fashion Week, created boards for each season (Winter, Spring, Summer, Fall) and added Pins from the Nordstrom catalog early on. For the 2013 holiday season, they created customer experiences around Pinterest. This included a Top Pinned Gifts category on Nordstrom.com, Top Pinned merchandising in-stores and exclusive social media posts from the Nordstrom holiday catalog before it hit homes or the Nordstrom.com homepage.
They’ve seen great results so far. Many Nordstrom customers, about 4.4 million of them, have chosen to follow Nordstrom on Pinterest.
“Each month, customers engage with our Pins hundreds of thousands of times, generating millions of impressions and significant site traffic and demand.”
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.
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.”
- Create Pinterest-centered experiences on your website
- Use Pinterest data to influence buying and marketing decisions
- Showcase popular Pins in stores