Debenhams Group, which includes brands PrettyLittleThing, boohoo, boohooMan and Karen Millen alongside Debenhams, is using the visual search and discovery platform Pinterest to increase brand awareness and boost customer growth. It is the first group brand in the UK to launch a campaign on the platform this year.
The online department store is working closely with Pinterest on a marketing strategy that it hopes will position it as the ‘go-to’ shopping destination across home, fashion and beauty. The Debenhams Group marketplace is now home to more than 15,000 brands.
A Pinterest brand campaign launched earlier this year to promote its new bridal collection, led to 75% better click-through rates compared to category benchmarks, the company says.
To help capture shoppers open to discovering new products and brands, Debenhams has launched targeted outreach. Its aim is to convert shopping inspiration into purchasing action.
Lower-funnel activity will convert high-intent users considering a purchase into returning Debenhams customers. By using dynamic product advertisements, Debenhams is able to surface timely offers and drive conversations, maximising its return on advertising spend, whilst fuelling customer loyalty and driving repeat purchases.
The need to stay relevant
Dan Finley, CEO of Debenhams Group, 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 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.”
Beth Horn, UK managing director at Pinterest, said: “Debenhams Group has quickly harnessed the power of Pinterest. In partnership, we’ve developed a bespoke strategy that’s transforming their presence on Pinterest from nascent to one of the most sophisticated retail brands on our platform. People come to Pinterest with 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.”
Primark ran a similar Pinterest campaign for its homewares business earlier this year.
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