Social commerce spotlight: Nordstrom piggybacks Pinterest’s cool cred to push purchases
The smart initiative is in place at 13 of Nordstrom’s stores, and is no doubt easy to execute at a basic level. The company simply looks at its Pinterest page (which has over four million followers), determines which products are creating the most buzz, then sticks a jaunty label on the physical versions in-store.
It’s a fresh take on proudly-displayed customer reviews in windows. Instead of a sticker proclaiming an establishment to be ‘Best Thai Restaurant’ in town, or ‘Friendliest Bar’, as bestowed by the likes of Yelp or Zagat, the Pinterest labels give casual shoppers an easy opportunity to be part of the cool gang: “Everyone on the internet likes these shoes, that means there’s a desirable fashion choice. Buy them!”
Speaking to the Huffington Post, Nordstrom corporate affairs representative Colin Johnson said: “[Pinterest] is our fastest growing social channel. So we wanted to integrate the feedback that we’re getting from our Pinterest community.”
The social channel has made no secret of its plans to monetize its platform, and a few brand-centric efforts have started the ball rolling. Nordstrom’s initiative shows that companies are certainly willing to be involved.