Though the retailer doesn't boast the follower numbers of an L.L. Bean or Nordstrom, J. Crew’s Pinterest Style Guide offers more than just eye candy for tastemakers. The move builds on J. Crew’s already successful digital marketing campaigns which include personalized e-mails and savvy stylist tips on its e-commerce site by offering loyal customers yet one more place to share their passion for its preppy togs.
J. Crew's Pinterest play is also capitalizing on two big trends for retailers, both in stores and online. The first is about making a more direct connection between pinning and buying. Findings from a study by Vision Critical and published in the Harvard Business Review indicate that nearly a quarter (21%) of Pinterest users headed to the store to buy an item they liked or pinned on their own board. J. Crew’s items are tantalizingly displayed. Most of the photos feature head-to-toe looks with several shoe and accessory assortments sprinkled in for good measure.
The second is actually putting the pin to work. The same survey revealed most customers (80%) tend to buy within three weeks of pinning. Instead of taking a chance that the customer will keep clicking --often it takes two extra clicks on a particular pin to track the image back to its original source-- the information is all right there. Each pin is accompanied by a friendly invitation. “Love what you see? Our Very Personal Stylist team can help you pre-order this look before it becomes available on Wednesday August 21.) Call or email..."
Finally, you can’t beat the feeling of getting insider information well before the rest of the world. J. Crew isn’t taking any big risks (or spending big bucks) to offer devotees a glimpse of its brand new goodies, the retailer is staying in step with brands as diverse as Kmart, which allowed Nicki Minaj to debut several pieces from her collection on Instagram and H&M tapping Twitter to reveal items from the highly anticipated Isabel Marant collaboration.
Unlike the latter, eager J.Crew shoppers won’t have to wait long for their appetite to be sated. Items go on sale August 21.
