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EcommerceBytes-NewsFlash, Number 3184 - October 29, 2013 - ISSN 1539-5065    5 of 5

Neiman Marcus Demonstrates How to Sell with Pinterest

By David A. Utter
EcommerceBytes.com
October 29, 2013




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Photo-sharing site Pinterest has been a steadily growing presence in social media. Pinterest even showed interesting ecommerce influence when compared to other social media brands like Facebook and Twitter.

The appeal of Pinterest to online sellers has led the site to start offering features beyond its basic concept, to provide some extra functionality. But getting more out of social media requires some dedicated effort, such as that discussed by MarketingSherpa and a well-known retail brand by the name of Neiman Marcus.

That retailer operates on a different level than most ecommerce pros, in terms of scale and staffing they can dedicate to something like their "The Art of..." works appearing on Pinterest boards. The concepts in play as noted by MarketingSherpa should be adaptable by others: develop a storyline based on partnerships, heighten product exclusivity, and promoting with content.

Pinterest's appeal to the high-end retailer was summarized by Jean Scheidnes, Social Media Managing Editor, Neiman Marcus, who said in the study, "We feel that (Pinterest followers are) very qualified to purchase, that they're very motivated by the latest fashion. I think what's unique about Pinterest is, a lot of people use it to keep track of things they want to purchase. So it satisfies both the desire to consume, and the desire to curate."

The use of Pinterest will probably suit some types of sellers better than others, due to the highly visual aspect of the site. However, the use of creative copy and narrative is an asset that benefits any product; retailing legend J. Peterman was famed for its copywriting, for example.

On the visual side, Marifran Manzo-Ritchie of Monetate suggests some extra ideas beyond just the picture. Badging items with visual cues like "Popular Gift Pick" can help spur a purchasing decision, for example, and help with upselling and cross-selling.

Since there appears to be a growing consensus that this season's holiday shopper may prove cost-sensitive owing to several economic factors, ecommerce pros probably have more work to do marketing-wise to close sales. Pinterest and the overall visual aspect of online selling look like places to dedicate some extra effort this season.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.

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