Debenhams has tapped visual discovery engine Pinterest to develop a new marketing strategy, increase brand awareness and boost customer growth.
The retail group, which owns brands such as PrettyLittleThing, Boohoo, BoohooMan and Karen Millen, has turned to Pinterest in a bid to tap into its extensive 570 million plus active network of users, the majority of whom are visiting the site with the intention to shop.
Debenhams is the first group brand in the UK to launch a campaign on the site, with the stated goal of making itself the ‘go-to’ online shopping destination across home, fashion and beauty.
Earlier this year, Debenhams launched a successful campaign on the site to promote their bridal collection, which produced a 75% click-through rate to their websites, showing a significant increase compared to category benchmarks.
Debenhams Group chief executive Dan Finley said: “Staying relevant is key for shoppers today. Rather than just keeping up with trends, they’re looking for inspiration and ways to get ahead of the curve, and they are using Pinterest to do so.”
“Through our work with Pinterest, we’re ensuring that the wide variety of brands found on Debenhams are easily discovered, which is enabling us to reach new customers, and ensure we are the go-to destination for new fashion, home and beauty trends.”
Pinterest UK managing director Beth Horn said: “People come to Pinterest with the intention to turn inspiration into action. By leveraging our best-in-class technology and creative solutions, Debenhams can now connect our engaged users with its incredible marketplace of over 15,000 brands.”
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