In the third installment of LiftMetrix’s blog series recapping “How Retailers are Driving Business Objectives from Social during the Holiday Season” webinar, we will continue to discuss how retailers are using social to drive business objectives during the holidays. The full presentation can be downloaded by clicking here.
In our prior segment we discussed how clothing retailers American Eagle and Urban Outfitters are using Instagram to drive business objectives. Today’s topic we will take a look at how Pinterest is being used by home-improvement stores- Lowes and Home Depot- this holiday season.
If you’re trying to build brand awareness, Pinterest is a great medium. The platform allows you to promote your product and ideas alongside others within a community. Lowes does a great job optimizing this platform to fulfill their business objectives. The company has owned pins which allows them to direct viewers right from Pinterest to their product page.
Clicking on an owned pin brings you straight to the product, which in this case, is a lamp. Lowes utilizes the site to drive key business objectives such as purchases, email captures, app downloads, credit card signups and page views.
In comparison, Home Depot uses Pinterest to create drive back to their site, but does not place much emphasis on the development of a community. Drive to their website boasts newsletter subscriptions, form subscriptions, and paige views. Lowes and Home Depot both have product pages that optimize similar business objectives but without a community page, Home Depot is missing out on an increase to visitors and brand awareness.
Both companies do a good job in developing their social content to drive their business objectives. Pinned posts drive page views, subscriptions and signups. Community posts on Pinterest help engage viewers while promoting products and brand awareness.
The next post in this blog series’ will highlight discount retailers-Target and Kmart- are utilizing their social strategies with twitter to drive their business objectives. In the meantime, you can download the “How Retailers Drive Business from Social during the Holiday Season” presentation by clicking here or you can view the recording by clicking here.