Sephora creates a shoppable experience on Pinterest
With nearly 140,000 followers and 2,500 pins, Sephora knows what their beauty community wants. By using Pinterest Analytics to observe the kinds of content that get the most Pins and saves, they have come to learn which content will be popular with people—such as beauty lists, color swatches, and face charts. One particularly successful strategy is the use of boards to store “It Lists.” These are curated by Sephora staff, and make it easy to highlight authentic favorite products of Sephora staffers as well as any special product tips and tricks. Sephora clients can save these products to their own lists as favorites or later purchases.
Sephora’s focus on sharing their beauty expertise has resulted in nurturing a highly qualified audience. The average Pinterest follower spends 15 times more money on Sephora.com than the average Facebook fan.
“We get asked quite often which are our favorite products. Until now, there wasn’t an easy or scalable place to share the story of our staff’s “It Lists.” We wanted to share our expertise, and encourage clients to save their own. It helps them remember which products they are interested in, and makes it easy for them to find them when they are ready to shop. This has become one of our most followed boards. Based on our success with lists so far, we’re now looking to create even more ways for us to share lists like this to continue our engagement with our pinners.”
Suggestions from Sephora
Use email to encourage Pinterest engagement
Encourage customers to pin their shopping lists
Make it easy to save from your website with the Save button