Pinterest – the latest social media craze.
The social media platform, proving popular among fashion retailers, is enabling businesses to engage with customers through sharing an online collection of images. Once an image is shared they are referred to as ‘pins’, which then users can place on customised, themed ‘boards’ based on topics. But what’s most beneficial about this is that each image refers back to its original source, such as a retailer’s website, allowing retailers insight information into potential customers based on their favourite ‘pins’
One Australian retailer that has engaged with customers via Pinterest is stationary retailer kikki.K. The company launched, in partnership with with L’Oreal Melbourne Fashion Festival, a competition asking entrants to create a Fashion Inspiration Board incorporating its new stationery collections.
Kristina Karlsson, kikki.K founder and creative director, said social media presence has always played an important role in the way the business engaged with customers and getting involved with Pinterest is just another channel.
“Pinterest is very much aligned with our brand values, in that we’re both passionate about helping people organise ideas and inspiration in style. We saw that users were already pinning kikki.K products to their boards, so we knew it was the perfect time to join the Pinterest community through our own profile,” she said.
“Now we can share our gorgeous collections and inspire new and existing customers with organising and styling ideas. We’ve also been able to integrate the Pinterest ‘Follow’ and ‘Pin it’ badges onto our website to encourage stationery lovers to experience and share our brand in this fresh way.
“We recently ran a Pinterest-driven competition to celebrate our partnership with L’Oréal Melbourne Fashion Festival. We asked stationery lovers to create a board titled ‘Fashion Inspired by kikki.K’, then pin our new season collections along with fashion must-haves to complement them. We had a really great response to the giveaway, and lots of very inspiring entries.”
According to Karlsson, each social media channel offers kikki.K different ways to how it can interacts with its customers.
“Our Facebook and Twitter pages provide us with channels to assist customers with product choices and queries. They’ve also been great channels to hear of any feedback and ideas on our products and services,” she said.
“Other social media channels like our Pinterest and YouTube profiles have given us the chance to inspire our customers in unique ways through sharing creative and inspiring content, whether it be collating gift ideas into boards for each family member on Pinterest, or sharing a creative gift-wrapping inspiration video on YouTube.
“The social media space is constantly evolving, and we’re always looking for new and exciting ways to engage with our customers online, and provide world class customer service every time. There’s so much potential in online retail, and even where we’re at now, we’re only just scratching the surface.”
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