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eCommerce Marketing

Four eCommerce Brands Adding Value with Pinterest

Four eCommerce Brands Adding Value with Pinterest

by John Larkin

John runs the blog here at eCommerceLift and is a verified Shopify Expert. Interested in an initial growth consultation? Click here

7 years ago

Four eCommerce Brands Adding Value with Pinterest

Pinterest has become an essential asset for so many eCommerce stores. It offers so much to both customers and merchants as it can be the perfect platform to show off collections, provided guidance and just general inspiration for shoppers who want to peruse eCommerce offerings (and Ryan Gosling memes). Now with 70 million worldwide users and 65% of them using the social network as inspiration for what to buy, we've selected four eCommerce stores that are adopting Pinterest as a prized marketing tool for their store. 

Deny Designs are a boutique design store that cater towards customers looking for a more personalised experience. Selling a wide range of products from wall art to shower curtains to dog beds, this store is bright, fun and sophisticated and has made Pinterest a central marketing tool.

It’s easy to see why Deny Designs have thrived on Pinterest if you look at the stats. Home is the number one pinned category on Pinterest at 17.2%, making it the perfect platform for this store. Deny Designs however, have done more that the average store to make themselves stand out among the crowd. They have put a twist on the generic Pinterest account to make customers want to follow them and pin more. 

The brands boards are divided out into well maintained and beautifully designed categories so that customers can follow with ease. They use boards based on collections such as Deny Duvet Covers and Deny Coaster Sets that display all of the products they offer so customers can easily view.

Added to this are boards that focus on overall rooms and themes rather than just simply product categories. City Style, Hamptons Style and Animal Lover all have thousands of followers interested and inspired by Deny Designs' recommendations and overall style. 

With over 80% of Pinterest users being women, it is an essential marketing tool that make-up and cosmetics companies should definitely embrace. Stila Cosmetics are a brand that have established quite a dedicated following on Pinterest by providing 'how to' demonstrations and product recommendations for women needing advice or wanting to see their collections.

Stila’s boards are expertly laid out so customers can easily view their products and assortments. Boards include products used back stage at fashion shows, top rated products and star products. Each board has upwards of 5,000 followers who are fans of the brand and continually repin and share images from the brand. 

One of the brands most popular and pinned pictures are 'how to' images. These simple yet effect images show how to apply some of the brands products step by step with tips and tricks included so that women know exactly what the product does and how to use it best.

Stila have also incorporated 'how to' videos from the brand themselves and other make-up artists on Pinterest from YouTube. These tutorials bring value for both the customer and the brand as customers are learning how to use specific products while Stila are effectively and understatedly advertising their products.

Like Deny Designs, Coral and Tusk have recognised the value of Pinterest for home decor companies. This quirky little brand sells a varying array of merchandise including aprons, art and stationary. Each item has a nature theme with their products frequently being decorated with foxes, whales, bears and numerous other animals. 

Coral and Tusk boards are presented in a unique and playful way. With boards being separated seasonally, they incorporate their nature theme by demonstrating which products are representative of each season. They also have boards dedicated to animals that inspire their products. This gives a real feel for what the brand is about and tells customers a real story. 

Perhaps one of the quirkiest boards is called places that has over a thousand followers. It shows places and locations inspiring the brand and where the founders have travelled. Occasionally they also take pictures involving their merchandise namely a fox and rabbit that they snap beside famous international spots making it a playful way for the brand to engage with customers. 

Best Made Company -

Although Pinterest has been predominantly known as a site for women, the number of male users is growing and some eCommerce stores are starting to notice. Best Made Company are a website that make clothing, bags and tools aimed at men. The brand made the move onto Pinterest and has developed a solid following with a wide array of boards that cater towards showing their products and the brand off.

Like many companies, they have boards dedicated to the products that are on offer on a simple board. There is also a board dedicated to pictures of X’s, the emblem of the company, that are found naturally in nature or structures.  

What makes Best Made Companies Pinterest different from others is their focus on portraying a lifestyle instead of trying to advertise their products. Boards include travel and nature images with a strong, outdoorsy and environmental feel portrayed by the company. Images also subtly show their products incorporated with the lifestyle that their customers should aspire for.
Pinterest is perhaps one of the best marketing tools for an eCommerce store. It adds value, increases sales and helps customers and merchants to engage with each other. However, the key to success on this platform is to try and provide something unique and different so that customers keep coming back, pinning and wanting more from your eCommerce store.


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