Pinterest pins up business for Etsy and Kate Spade

March 1, 2012 10:51 AM, the popular e-marketplace for handcrafted goods, reports having more than 35 million unique monthly visitors to its more than 800,000 online shops selling items like jewelry, needlecraft and coffee mugs—and $525 million in gross merchandise sales in 2011.

It’s not surprising, then, that Etsy is also a top player on social discovery site, where its roughly 46,000 followers “Pin” products from the Etsy marketplace for other consumers to see.

Pinterest, with 12 million actively engaged consumers, offers a ready audience that promises to support further growth at Etsy and other retail sites that take steps to manage their presence on Pinterest, says Scot Wingo, CEO of ChannelAdvisor Corp., a company that helps online retailers engage consumers through e-marketplaces. (An article by Wingo, “Pinterest For Beginners,” appears in the March issue of Internet Retailer.)

Wingo suggests taking five steps toward engaging consumers through Pinterest:

● Research a retail brand’s existing exposure on Pinterest, which offers a useful search mechanism for finding products and brands that consumers have already Pinned in Pinterest product category boards.

● Learn the Pinterest rules about promoting brands on, where retailers can set up activities to engage consumers.

● Integrate with your own retail e-commerce site, such as by posting a Pinterest Follow button on a retail site’s home page or in e-mail marketing messages to direct consumers to a Pinterest profile page.

● Host a party. Fashion brand Kate Spade, for example, celebrated its launch on Pinterest with a Pin Party that offered prizes to consumers who Pinned Kate Spade products on Pinterest boards.

● Learn to use Pinterest as a tool for conducting market research on consumer interests.

Following is part of a list compiled by Wingo of leading retailers on and their number of followers on the social discovery site:

Etsy, 58,000

Kate Spade, 11,457

ModCloth, 9,883

West Elm, 9,521

Nordstrom, 8,700

Bergdorf Goodman, 6,342

Michaels Crafts, 4,918

Neiman Marcus, 1,710

Gap, 1,483

Rent the Runway, 939

Kate Spade is a part of Liz Claiborne Inc., No. 340 in the Internet Retailer Top 500 Guide; West Elm is part of Williams-Sonoma Inc., No. 25; Bergdorf Goodman is part of The Neiman Marcus Group Inc., No. 39; Gap No. 24; Nordstrom No. 34; Mod Cloth No. 403.




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