Retailers pinning on Pinterest

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According to Responsys retail email saw a 19% increase (Year over Year) in May, with retailers sending just over 16 promotional emails during the month. Overall email volume has increased about 18% compared to January – May 2011.

Added to email is the new social bookmarking/photo sharing site Pinterest, which has seen rapid adoption from the consumer side. According to Responsys nearly one-third (33%) of retailers have used Pinterest to promote products; 28% are linking to Pinboards through promotional emails, 7% are promoting contests and 4% use Pinterest’s ‘pin it’ buttons to encourage sharing within the site.

“Retailers are still in the earlier phases of launching their Pinterest pages, with many just trying to build awareness of their pinboards,” said Chad White, Responsys Research Director. “While adoption has slowed significantly over the past few weeks, I expect another wave of adoption this summer before retailers gear up for the critical holiday season. Evidence is mounting that consumers engage with more retailers on Pinterest than on other social networks and are much more likely to purchase based on that interaction, so the opportunity is just too big for most retailers to ignore.”

The summer months of June and July are traditionally slower for the retail market, but Father’s Day (US) is coming up in just one week and that could push a big more ecommerce spending. Data from the National Retail Federation predicts American’s will spend over $12 billion on Dad this year – that is a 10% increase over 2011 numbers.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.