Five reasons why the J. Crew Pinterest catalog is total social marketing geniusPosted: August 22, 2013 | |
Almost fell off my chair when I read this item about J. Crew putting their entire catalogue on Pinterest--and then making staff available to take
pre-orders! It’s total freakin’ social marketing genius and here’s why
1. J. Crew knows that its shoppers are trend-watchers and fashionistas–and they hang out on Pinterest. Therefore, J Crew can get more insight into this group of customers by increasing their presence on Pinterest–with the J.Crew Style Guide Sneak Peek. To have figured this out was, I’m sure, a simple matter of putting two and two together: taking known customer data and putting it together with customer activity on Pinterest.
2. We already know loads of fashion lovers, not just J. Crew customer-fashionistas, hang out on Pinterest. Putting it on Pinterest gets it in front of new, fresh customer eyeballs. A real “gimmie” for the social marketing staff! A quick perusal of Pinterest would tell ya that one. Putting the catalog on Pinterest
3. If you really want to “target the talkers” in fashion, and measure their influence, put your stuff on Pinterest. Pinterest is all about sharing what you find, commenting on it, etc. You can find out a lot from this group of prolific talkers. So, for J. Crew, the data they gather on what’s shared (how many times it’s shared, what’s said, etc.), and the comments, good or bad, yields valuable customer insights.
4. Showing up on Pinterest gives exclusivity to good customers without excluding new customers. Since new pins always cycle through Pinterest’s main page, J. Crew is in a sense making their catalog exclusive to their customers who use Pinterest. But they also open their catalog to new customers on Pinterst.
5. A pre-order phone line and email addy also conveys exclusivity without being exclusive of new customers. And will yield some really good data. Another “gimmie” moment for the staff. And it also keeps the main catalog lines open for regular customers. Not to mention the data that can help the company plot trends and have enough stock on hand, thus avoiding pesky back-orders (something that can tarnish a good company’s reputation.) A win-win-win for everyone involved.
Not to mention that it could end up saving in catalog publishing and pollution!
I’m so impressed with this campaign that I might even pin a few items on my Fall-Winter 20113 fashion Pinterest board, even though I usually don’t have the scratch necessary to buy from J. Crew. I would, though, like to see more companies that I like do this sort of thing on Pinterest. I’m sure it would be another win-win-win if administered properly and measured properly. If J Crew can demonstrate significant growth and present some positive metrics (ah, metrics!) then we’ll more than likely see more cataloges on Pinterest.
- J. Crew promotes fall catalog with exclusive Pinterest debut (prdaily.com)
- J. Crew fall catalog debuts exclusively on Pinterest (dailydot.com)
- J.Crew’s catalog strategy: launch it on Pinterest first (smartplanet.com)
- My Picks from the J. Crew Style Guide Sneak Peak (abeautifulfind.me)