Pinterest: Social CRM for visual businesses

Visuals have been an undermined variable in social CRM.

Pinterest is the social networking platform that has brought images to life, allowing some companies to use them to market some brands and products.

Several industries and brands promote their products relying on images. These companies have long been using seasonal campaigns, executed from start to end with virtually no live costumer feedback, and of course pushed through regardless. 

Brands would benefit greatly if their campaigns could communicate with their customers as they release their products and adapt to their reactions, giving them a chance to correct errors or enhance assertions.

For example, brands such as Zara, Armani, H&M among others, have always launched their collections based on planning and projections, regardless of the public’s reaction. They have had very little tools and options to react if their products did not satisfy their customers, being forced to see them through regardless. 
Now, these brands may very well launch a first step in their collections and measure their success in detail to improve and modify their products to better fit their customers.

Pinterest serves these brands that use visuals to market their products, allowing them to pre-promote and measure response through their platform and the reactions of their users. In Pinterest users comment, like or dislike what is seen on a live basis, allowing their poster to get instant feedback. 

One example of a business using Pinterest to leverage on the force of visual media is Boticca.

Boticca is an online accessory shop for top designers in London UK. They are using Pinterest to advertise their designs and link them to their web page where the customer can shop online.

Accessories is a very visual business, and Pinterest addicts like to create “virtual” outfits with complements such as shoes, jewelry belts, etc. This is where Boticca realized of the added value they could create on their customers by posting their products on high definition resolution to allow Pinterest users to add their products to their virtual wardrobe and provide feedback of new designs and trends.

Nowadays, Botticca has more than 4000 followers in Pinterets with 99 boards of earrings, necklaces, clutches, scarves, hats, rings and charms just to mention some.

One of the main learning’s from Bottica about Pinterest, based on a research they conducted last year, is that Pinterest users spend more when shopping than Facebook Users ($180 Vs. $85). This might be the result of the visual engagement, or the fact that Pinterest users are already searching for an accessory solution when looking into their boards.

As a conclusion, there is no a single and perfect CRM social media tool that fit all needs. Companies should focus their efforts in finding the social platform that best target their consumers to boost user engagement and ultimately sales.