Pinterest is building more momentum behind its retail potential, proving how social media marketing can help brands keep customers engaged and increase conversions. In a recent blog post, Pinterest announced that users will now receive price drop alerts when brands discount the products they’ve pinned to personal boards. This means the pressure is on for companies that want to capitalize on Pinterest sales. Ecommerce and social updates must be synchronized to reflect current prices and promote deals that will drive sales.
Neither brands nor users have to sign up for these notifications or update their accounts, the site will automatically send emails to Pinners when costs are lowered. With this new feature, the social network aims to play into consumers’ love of getting a good deal.
While companies won’t see long-term success by building internet marketing strategies around discounts, Pinterest’s notifications about a seasonal clearance could be enough to push prospects to convert. According to a recent Brafton article, Pinterst members generally don’t need a huge nudge to finalize a sale in the first place. Around 30 percent of users have previously purchased items discovered via the network.
It’s likely more consumers will convert from Pinterest marketing efforts as they receive email updates about discounts for products they’ve had their eyes on for a long time. To make sure those patrons are motivated to convert, it’s wise for brands to follow up with their own promotional outreach. A well-timed email will remind Pinterest followers that discounted items are still available for purchase at the company’s ecommerce site. By making purchases a seamless part of internet users’ social activity, marketers can connect the dots between online content and on-site conversions.