Flash Sale Sites Use Pinterest as Marketing Tool

Luxeyard's Pinterest contest page

Los Angeles and New York—Pinterest may be all the rage now (think Facebook five or six years ago) among social media followers and it hasn’t escaped the notice of e-commerce sites, particularly flash sale sites.

This week Gilt staged a “Pin it to Unlock” promotion for a toddler’s party dress on Gilt Kids Pinterest page. When the image got repined 50 times, Pinterest followers would find a link to a hidden sale on Gilt offering the dress for $28, 77% off full retail price. And the link was only available on Pinterest, not Gilt’s own site.

Pinterest, an online bulletin board that allows people to showcase things they like on boards, allows users to pin images, videos, and other objects to their boards and share that content with others.

Given its strong following among women, and the data it is accumulating about their favorite products, Pinterest is fast becoming a real destination to discover new products, too.

“We are giant fans of Pinterest,” said Rachel Jerett, general manager at Gilt Kids. “We think it’s the future. This is a new and exciting way to offer a promotion. We know our moms are highly engaged there and it’s a great way to interact with them. We think this is just the beginning of endless Pinterest possibilities.”

“Pin to Win” Contests

LuxeYard, which both offers members both group buys and flash sales, is holding a monthly Pinterest contest where “one lucky winner will have a chance to win $500 to spend at LuxeYard.com, and to be the next LuxeYard Trendsetter.”

The contest runs through April 14, and allows the fashionista with the best style to become a featured trendsetter in May, and to create their own look by having $500 to spend at LuxeYard.com. All contestants need to do to enter is create their own “My LuxeStyle by LuxeYard” Pinterest board.

“People love contests and they love fashion, so it’s great when you can combine these two things and make it fun,” said Daniella Clarke, a LuxeYard spokesperson. “Not only will people have fun with this, but someone is going to get to have a great time spending all that money when they win.”

LuxeYard also recently launched its LuxeStyle division, featuring high-end apparel and accessories.

 

 

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