I’ve read (and believe) numerous pieces on how effective Pinterest is at driving new traffic to retailers (see compelling infographic via Monetate/Mashable). In my day-to-day shopping, a few sites stood out as to where they placed the “Pin It” button on their product pages.
First, props to One Kings Lane, who took the one-lane approach and singularly focused on sharing via Pinterest. A “Pin It” button is placed prominently beneath each product, with large instructions “click “Pin It” to share this product on Pinterest”. I admire their singular focus, not having users debate in their minds on how or where to share, but rather encouraging one clean action.
A more common approach (which I do also applaud) was represented by Gilt, Barneys and Bergdorf Goodman. They offered the suite of social sharing options (Pinterest, Twitter, Facebook) in a visible way. Even if many people utilize the “Pin It” bookmarklet, having these buttons on their sites are a visual reminder of the various platforms where people want to place this content.
I must say – Nordstrom surprised me. I’ve been impressed with their online efforts of late (they’re greatly increasing their e-commerce spend and commitment), yet was surprised to see that on their product detail pages, they offered all social sharing options but Pinterest. They have a presence on Pinterest itself (14,500 followers and growing), so why not incorporate “Pin It” buttons within their e-comm site?
Nordstrom wasn’t alone. Bloomingdales and Saks also offered the option to Like on Facebook or Tweet, and Saks even offered Google+ … but the absence of the Pinterest button is apparent.