In Natick, Nordstrom creates a Pinterest display of the clothes that received the most likes
In the Massachusetts town of Natick, USA, multiple brand retailer Nordstrom has found a way to link online with offline with an original social media initiative: the brand counts the number of shares each clothing article or accessory posted on Pinterest receives and presents the most “liked” on a special Pinterest display called “Top Pinned Items”.
Nordstrom describes the initiative as a way of promoting the trendiest items; and these are not trends dictated by a fashion house, but by the likes and shares of Pinterest users interacting with the brand’s Pinterest account. The retailer manager says that “the opinion of friends is a significant factor in the decision to buy, especially for very fashionable items like stilettos or jewellery. Buying something that is popular on social media is reassuring, you know you’re getting it right.”
One salesperson explains how this social media initiative has also had an immediate effect on the number of online followers of the multiple brand retailer. “When they see the display, many customers, especially teens, get out their mobiles and start voting for their favourite items online.” What better way to encourage customers to interact with the brand?