Selling social IRL

Share this article:
Facebook page for General Eccentric
Facebook page for General Eccentric

We've all heard what marketers can use social media for: Branding! Engagement! Farming data! But when it comes down to it, there's only one aspect that's truly important when it comes to a company's longevity and sustained success: conversions from online interactions into sales.

According to a study by Vision Critical and the Interactive Media Centre at Emily Carr University of Art + Design, one out of five Pinterest users are buying items they've pinned online. Sixteen percent of the users who pin buy items in offline stores, while 12% buy those items online. Which begs the question: Is it possible for a social, online media network to spur on just as much — if not more — in-store sales as it can online?

A friend of mine who recently moved to Louisville, Ky., (pronounced Lou-uh-vull, in case you didn't know) sent me to the Facebook page for General Eccentric, a local women's clothing boutique she frequents. The store uses its Facebook page like it could use a Pinterest page, if it had one. It lists incoming dresses and shoes, and encourages Facebook followers — yep, all 1,448 of them — to come in and buy. No mention of when they're open and when they plan to order more of popular items, though. Customers just have to ask.

While this is a small example — it is hyper local, after all — it shows that companies are using social media to complement and integrate with their in-store experiences, not just online.

Yes, I'm an e-commerce reporter, but I can't help but be intrigued by this Vision Critical study. This willingness to buy pinned items offline has to be good news for brick-and-mortar enthusiasts and, of course, for the makers of those annoying latches on dressing-room doors.

And not to mention Pinterest.

Can't wait for that IPO.



Erin Dostal
is a staff reporter at
Direct Marketing News.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Finally, A Data Program for the People

Finally, A Data Program for the People

A British website seeks voters' help in striking clichés from the stump speeches of political candidates.

Four Brand Emails That Offer Tricks and Treats

Four Brand Emails That Offer Tricks and Treats

Happy Halloween from my inbox to yours.

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.