Thursday, 28 February 2013

Beauty brand Sephora says its Pinterest followers spend 15 times more than its Facebook followers

"Beauty products retailer and digital trailblazer Sephora says that per-capita, its Pinterest followers spend more money than its Facebook followers, and not just a little bit more. In fact, Pinterest users spend 15 times more on Sephora products than Facebook followers, Sephora’s head of digital Julie Bornstein told me this morning.
“The reality is that when you’re in the Pinterest mindset, you’re actually interested in acquiring items, which is not what people go to Facebook for,” Bornstein said. “Facebook continues to be just a great customer interaction tool that gives us the real-time ability to dialog with our customer; it’s a big customer-service venue for us.”
Sephora jumped on Pinterest hard, mostly because its largely-female marketing team were enthusiastic early adopters. When the company re-launched its website in April last year, it was one of the first retailers to integrate the ‘Pin It’ button sitewide. Individual users share their lists of what Sephora products they love and why — rather than just a putting together a list of fashion products, they can use Pinterest to tell a visual story about why a certain eyeshadow is so great and seek to inspire others. And a dedicated resource on the Sephora digital team helps Sephora staff craft Pinterest strategies."

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