How the UK’s top retailers use Pinterest
Pinterest has always had a close relationship with brands, but this relationship is about to become even closer.
The image sharing site allows users to post, and pin images to their own pages – boards. Retailers have been using Pinterest to showcase their products, and as the images can be linked, the user can hop on over to the ecommerce store with no trouble.
However, some brands remain unconvinced and either don’t have an account on the site, or aren’t giving their pages enough attention.
Here we have a list of the How the UK’s top retailers use Pinterest (based on annual sales per year) and how they use Pinterest:
As you can see, Tesco has a completed Pinterest profile, with over 40 boards and over 1500 pins. However, Tesco has more pins than followers. Now, as the retail giant currently employs over 400,000 people across the UK and countless customers, the number of followers could potentially be far greater.
Boards on Tesco include recipes, how to guides, household tips and party inspiration. There is wide range of boards for every Pinterest user. The Pins highlight Tesco products well, as you would expect
As Sainsbury’s is also a massive food retailer here in the UK, I did expect their Pinterest style to be similar to Tesco’s, purely because competition usually copy one an another.
Sainsbury’s board tend to focus around specific themes. Again, they have a much lower number of followers than expected. And far fewer Pins than Tesco.
This Sainsbury’s account is not verified (no small tick), however, all boards link back to their website, so it’s safe to assume it is really them.
Again, Asda are a massive retailer in the UK. Surprisingly, they haven’t created any boards or pinned anything.
However, there is a very popular Pinterest page for George at Asda – the clothing arm of Asda.
I can understand why Asda have arranged their social media in this way. People who shop at Asda are not necessarily the same people who shop at George, and vice versa. George is branching out and hoping to become more modern and innovative. They have recently employed graduates to design their new lines, and their boards reflect this.
I hope Asda do start using their Pinterest effectively, as there’s lots of products that could benefit from this kind of promotion, for example, kids toys and outdoor equipment. As the majority of Pinterest users are female, they should tap into this missed opportunity.
Again, Morrison’s are a massive food retailer. From their Pinterest page, at first glance it looks as though they aren’t 100% engaged. They have been verified by Pinterest, and have a high followers-to-pin ratio. So, although they haven’t pinned that much, what they do pin, is obviously of quality to their followers. Morrison’s seem to be aiming their content at the main Pinterest audience – women.
One large mistake that I spotted on their page was the links back. In some of their boards they haven’t featured products that are not Morrison’s products. Whilst this isn’t illegal, in order for a retailer to succeed on Pinterest they should be directing traffic back to their own site.
Well done M & S – you’ve cracked it. Food and clothing merchandiser M&S are using Pinterest for exactly what it was made for. They have thousands of pins, over 50 boards and almost 5000 followers. Their boards focus on ranges, seasons, holidays and there’s even a board dedicated to Percy Pigs. Their images are linkable to the ecommerce site and are found easily when searched for.
Marks and Spencer also have Pinterest accounts for their Turkish, Indian and Filipino branches – now that’s dedication.
6. The Co-operative
The Co-operative Group operates across the UK in various business forms including insurance, food, banking and holidays. The only Pinterest account I could find was dedicated to the food arm of the group, Co-operative Food, which makes sense as images of food are very popular on the internet – look at Instagram if you don’t believe me.
The Co-op Food is not a verified account, but again all posts link back to their website. It looks as though there hasn’t been much action on their Pinterest page in the last few months, as their most recently updated board was in December.
If they could continue posting on Pinterest I’m sure they would have a lot more followers. They could then extend into other areas.
7. John Lewis
John Lewis is a clothing, food and electrical retailer, and has n unverified account on Pinterest. John Lewis is using Pinterest in a similar way to Sainsbury’s. Their boards focus on themes that include their products such as ‘The great outdoors’ or ‘A day at a wedding’. This showcases their products in a way that customers can connect with, rather than just listed in a brochure style.
Boots Pinterest page was not easy to find. Of course, with a word like ‘Boots’ an internet search isn’t going to be much use. I went through their website, to their Facebook page, and found a link to their Pinterest there. There is no link for Pinterest on their website, or next to products and I can’t even find a Twitter page *gasp*.
A company like Boots can really succeed on a site like Pinterest, but from looking at their page, it appears they aren’t having much success.
I do like how they have boards dedicated to specific products, such as false eyelashes and red lipstick. Surprisingly they only have one board dedicated to nails. As an avid social media user (and a girl) nails, nail varnishes, nail designs and nail tutorials are really popular. If they started producing this kind of content, I’m sure they could boost their followers.
9. Home Retail Group
The Home Retail Group is made up of a number of various companies across the UK. For this reason there isn’t a specific Pinterest page for them. There are however individual accounts for their respective companies. The two largest and most recognisable companies are Argos and Homebase.
Again, I really like how their boards are dedicated to specific themes to help customers understand how products can be placed in their own surroundings.
10. Kingfisher Group
Screwfix don’t have an active presence on Pinterest, as you can see. Although B&Q do. It doesn’t surmise me that B&Q have more of an active profile, as their biggest competitor is Homebase.
B&Q’s Pinterest is has more pins and followers than Homebase, but they do present items in the same way: separated into boards based on products. Again, all products are linked back to their website to purchase items easily.
What do you think? Come and find us on Pinterest!
Amy is our Campaign Manager and works with our clients to ensure all campaigns follow an effective campaign strategy and produce results.