Pinterest isn’t going anywhere anytime soon. It’s been rocking the visual content scene since its closed beta in 2010. It has over 70 million users (as of July 2013), with average of 14 minutes per session.
- In fashion and retail, 18 percent of content engagement on Pinterest is driven by brands, 82 percent by community
- 70 percent of brand engagement on Pinterest is generated by users, not brands
- Pinterest pins that include prices receive 36 percent more likes than those that do not
- Pinterest accounts for 25 percent of retail referral traffic
Then came, Wanelo, (also known as Want Need Love), in 2010.
- Over 7 million products are saved 8 million times a day
- Over 10 million users, up from 1 million in November 2012
- Wanelo users spend an average of 50 minutes per day on the site
- Products from over 200,000 stores, including major retailers to small independent shops
Yes, neither of these two channels are new per say. But they are still hot – for both brands and consumers. And if you’re still unsure, just check out how Nordstrom has expanded it’s use as of the past couple months – especially on Wanelo.
Wanelo, known for being a channel for younger females, has expanded the social commerce territory. It allows for brands to have another way to cross promote their products, and allow for direct purchase. Why is this better?
Let’s say I find the pair of black booties that I want for this Fall. However, there’s no link to the product, or if there is, it’s just going to a blog post. That’s not very helpful. Nor do I want to go to your site and search through pages of shoes to find the pair, and see that it’s already sold out. Make it easier for the consumer by being able to discover, fall in love, and purchase within a few clicks or swipes of a finger.
So let’s break it down further…
Pinterest Fashion Consumer Habits:
- Search easier
- Find what your friends love
- Discover and plan your dream style and fashion wardrobe
- Admire others, and follow influencers and brands
Wanelo Fashion Consumer Habits:
- Discover what brands are offering in regards to your search
- Save for later
- Purchase right away
- Share your dream list with friends through Wanelo or other social channels (i.e. Facebook)
Where should your brand be?
I don’t doubt that your brand should be on Pinterest. It’s a huge referral traffic source and females pin, re-pin, share, comment, and get excited about fashion on a daily basis. Wanelo is perfect if you want another way for consumers to purchase directly as it’s one of the two main calls to action for items on Wanelo.
I see Wanelo as an added bonus, but not a reason to ever give up on Pinterest.
Interested in improving your Pinterest strategy? There’s a great Build Your Fashion Brand online course for that. Check it out >>
Image via Just Ard