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Pinterest Shines in Consumer Engagement with Retailers

Consumers Engage with Retail Brands Pinterest Boards

If customer loyalty has a direct correlation to customer engagement (and many a loyalty expert thinks so), then Pinterest may be emerging as a powerful new tool for retailers in their quest to engage, keep and grow their best customers.

According to the 2012 Social and Mobile Commerce Study, a joint research project by Shop.org, comScore and The Partnering Group, the visually engaging social media site Pinterest has emerged as a force to be reckoned with in the social media arena.

Online U.S. consumers reported that they already follow an average of 9.3 retail companies on the site, compared to only 6.9 retailers they follow on Facebook and 8.5 retailers they track via Twitter.

Retailers Need to Embrace Using Pinterest for Business

Pinterest has given retailers another channel to connect and interact with customers on the customer’s terms. As customers curate their own images, it mirrors the way they already shop with a retailer. This opportunity allows retailers to tell their product stories in a visual way and reinforce their overall branding. What better way to also reinforce and build customer affinity? Not to mention all those “re-pins” that help spread the word and boost your credibility among your loyalists’ friends.

The survey also found that what inspires consumers to seek out retailers through social media includes:

51% to get deals and coupons

43% are looking for product information

36% post/read comments about merchandise or services

34% are actively looking for information about events

31% looking for information about current trends and ideas

30% looking for photos and videos

27% looking for expert opinions

Are you ready to see how Pinterest can be part of your overall loyalty strategy this year? Let the experts at Customer Insight Group show you how to integrate this social media presence into your big picture.

[Source: National Retail Federation]
Sallie Burnett
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