Socially Does It :: Pinterest drives shoppers into stores via reverse showrooming

I love Pinterest. I often describe it as my fat free dessert – something I love to treat myself to at the end of the day, when the kids are in bed. Hot peppermint tea in hand, Magic Mouse in the other, I pin my dream home, my style threads, food that I may one actually try to cook and quotes that make me feel a little Wonderwomanish.

But as a digital marketer, I love it even more for its power to drive traffic and conversions, both online and instore. And god bless Harvard Business Reiview (HBR) for researching and publishing some stats around this in their recent article How Pinterest Puts People In Stores.

Key summary of the report for social media managers:

:: HBR interviewed 3,000 social media users in North America and the UK about their shopping habits;
:: 26% reported regularly engaging in ‘showrooming’ (visiting instore, purchasing online);
:: 41% reported ‘reverse showrooming’ (browsing online, purchasing in store);
:: Pinterest is an especially popular driver of instore sales: Of the users surveyed, 21% of the Pinterest users said they bought an item instore after pinning, repinning, or liking it, and 36% of users under 35 said they had done so.


So traditional bricks and mortar stores, as well as brands that sell online should definitely consider a Pinterest strategy in their overall digital marketing efforts (and invest in good product photography, both deep etched and in situ shots). For ideas of what brands might consider pinning check out some blogposts I wrote for Life Instyle a while back:

5 Tips for using Pinterest for Business
5 Tips for starting your Pinterest business boards
5 Inspiring Pinterest ideas for your brand
9 More inspiring Pinterest ideas for brands
5 Ways to build your Pinterest audience

Oh and a little hint, if you’re a fashion or retail brand the best time for you to pin your wares to Pinterest, is around 3pm on Fridays.

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