Linking online and offline, seems easy, but not always the case. It’s taking different sets of behaviors and figuring out how they work together. People have very unique mobile and social behaviors, and they not only by device, but also by channel. For example, a primary behavior on Pinterest is dreaming and planning. People plan their future homes, their weddings, the arrival of a new baby, or a summer vacation. Others dream about what that wedding will be like when they arrive their one day. And others are inspired by the dreams and planning of other Pinterest users and influencers. Those dreams and plans can become a reality when you walk into a store like Nordstrom and you see those sparkly heels for your Big Day. The bride-to-be is walking into the store to be inspired in person. She may also be on a mission and searching for something particular. And a store like Nordstrom, can help her search, and/or help her “discover” more than she had thought she could find or imagine. It connects her online inspiration, with her in person discovery.
Recently, Nordstrom helped their audience connect with the products they “want” and “need” from their mobile behaviors to their in-store behaviors through Wanelo. They are are integrating social TV displays within their physical stores. This will allow the younger audience (mostly female) to be inspired and discover along with other fellow fans – what is most loved and wanted by others. Along with Pinterest, and sites like Polyvore, Wanelo allows for unbelievable engagement with products as well as referral traffic to sites and points of purchase. And if Nordstrom’s 1.2 million followers on Wanelo, wasn’t enough proof, check out these stats:
- Wanelo went from 1M to 10M users in 2013
- With 200,000 product uploads, Nordstrom had 30 million product saves by consumers
- There was an average of 343 saves per Nordstrom product
I am sure the in-store integration will not only increase the awareness and engagement for Nordstrom, but bring the awareness of Wanelo itself for other brands through the offline audiences. Fashion brands, take note - social shopping apps like Wanelo are a gold mine for style trendsetters and fashionistas alike. And this isn’t to say that other brands can’t excel. When it comes to home decor, it’s a similar playing field (with a lot less players). Get after it.
Sources: Racked.com; Buzzfeed.com; Techcrunch.com
This post was originally written for socialnomics, and can also be found here