How to Increase Your Sales by Learning from Pinterest
Dreaming after all, is a form of planning….Gloria Steinem
Retailers can learn a lot from the data and statistics of social media sites. Even if you do not sell online, understanding what is driving consumer interests and engagement will help you generate traffic and convert browsers into buyers. Marketers, analysts, developers, and businesses are doing in-depth studies on image interaction, buying behavior, and consumer engagement on all social media platforms. This data can pinpoint customer buying habits by age, location, interests, hobbies, even their sexual orientation, all by how they interact online. Imagine the possibilities of understanding your target market with such accuracy that you know exactly what to buy, and how to market it.
Market week in New York City was something I looked forward to. It was a fun experience going to the showrooms and “shopping” for new items to bring into my store. As a perk, I would alternate and bring one of my sales associates in with me. It was a great opportunity for them to get a first hand education on the product, and a true understanding of just how difficult it can be to stay focused on your customer. Like so many other new business owners, I made the mistake early on of buying things that I fell in love with instead of buying things that would appeal to my niche. When I started listening to the comments that women made in my store, and tailored my buys to what they were looking for, things started to change.
In this post by DMR-Digital Marketing Statistics, it lists 90 amazing and highly useful stats about Pinterest, a social media site with over 72.8 million users. What jumped off the page for me was this: “Percentage of daily Pinterest users that consult it for purchasing guidance while in a store – 52%”
Using data from Pinterest to market your brand, merchandise your store, and create compelling visual images can help you boost traffic and generate sales. Curalate is a Philadelphia based marketing and analytics company that helps brands tell their visual story online. In order to better understand how consumers connect with brands online, they studied over half a million images on Pinterest to learn the common characteristics of images that were pinned and shared the most. Here is what they found:
Images without faces get 23% more repins
Products shown in use are shared more than products just propped on a white background, but customers prefer images without faces.
A call to action statement increases engagement by 80%
A call to action statement is an instruction to your consumer to provoke an immediate response using an imperative verb such as “Shop Now” Retailers can use CTA’s effectively in store as well to get customers to Sign Up Now for a store newsletter, shoppers club, or upcoming In store event.
Images with medium lightness are repined 20 times more than darker images
Think Goldilocks testing the bed’s at the home of the 3 little bears, too Dark not good, too light not good, in the middle – Just right!
Pink or Red images get pinned more than blue images by 2:1
You can learn a great deal of information about your customer and their interests by finding boards on Pinterest that have products or brands that you sell on them. This will help you to make a connection by engaging with similar interests. Using the data above will give you the tools you need to create amazing visuals both in store and online.
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