As a new brand, any exposure is welcome, says Bon Femmes founder Omotola Akinbiyi. “My brand is still so young, most buyers [online and in store] are beginners,” she says. “Customers came into the physical store and let me know they first saw the brand on Pinterest.” The retailer launched online in 2019.
Getting noticed can be tough for a new brand and Bon Femmes, an online and Chicago-based brick-and-mortar store featuring art, home decor, cosmetics and other items made and designed by women, does no exception.
“It’s so much easier to connect with potential customers using Pinterest’s tools,” says Akinbiyi. “It’s easier to share new items, new collections, etc.”
Pinterest tools for merchants include the Shop tab. This allows the retailer to turn their product catalog into product “pins” to make it easier for Pinterest users to find and share products by pinning them to their boards. Marketers can add the Pinterest tag to their website to measure conversions and use it as a tool to retarget ads, according to Pinterest.
And while tools like the Shop tab don’t always translate to immediate sales, “it still draws eyes to the site that maybe weren’t even aware of the brand originally,” says Akinbiyi.
Pinterest pinners do the job
Nearly three-quarters of Bon Femmes web traffic comes from mobile devices, with an average of more than 8,000 monthly visits to the website (including mobile and desktop visitors), according to data from SimilarWeb from September to November 2021 in North America. Bon Femmes pays for Instagram ads and expects web traffic to come from it, but it’s the rise in web visitors to the Pinterest app that Akinbiyi says is a welcome source of organic exposure.
In 2020, Bon Femmes received a total of 6,330 visits from Pinterest, says Akinbiyi. However, after updates to the Pinterest app, including the ability for consumers to use their phone’s camera to take a photo or use an image from their camera roll to tag products, Akinbiyi says Pinterest’s website traffic more than doubled.
In fact, Pinterest generated 15,264 redirected web visits in 2021 compared to 6,330 in 2020, an increase of 83%.
Akinbiyi notes that Instagram’s 16,161 visits in 2021 were the result of paid ads. Other traffic engines to the website, such as organic search, such as from Chrome and Mobile Safari browsers, generated 23,593 visits in 2021 compared to 16,742 visits in 2020.
According to SimilarWeb, which tracks desktop traffic (25% of overall Bon Femmes web traffic), between September and November 2021 in North America, Pinterest accounted for 93% of its social media traffic with other social platforms, including Facebook (7%). and Instagram (0.5%) accounting for the remaining share.
Akinbiyi says she also noticed an influx of traffic when one of Bon Femmes’ Pinterest pins went viral. “Which always brings more traffic to my site,” she says.
Before launching this store, Akinbiyi worked in the arts and started writing a blog, Bon Femmes, in 2015, highlighting female artists. Bon Femmes transitioned from a blog to an online store in 2019. In April 2021, Akinbiyi opened a physical storefront in Chicago, open only on Saturdays (Akinbiyi has a full-time weekday job elsewhere).
Akinbiyi still writes articles in the “Journal” section of the Bon Femmes website, highlighting artists such as Sixtine van Kemmel.
Bon Femmes also notes that it takes care to minimize its environmental impact as much as possible, in particular by using packaging that is 95% recyclable. The retailer intends to raise that figure to 100% “with more research,” according to the Bon Femmes website. According to a Digital Commerce 360/Interest rate information March 2020 survey of 989 online consumers, 30% of consumers say they are willing to pay more for environmentally friendly policies and enforcement practices.
Another useful Pinterest feature, says Akinbiyi, is the merchant details section that appears on a merchant’s profile under the business name. It allows merchants to highlight the values or causes it promotes. Under the profile details of Bon Femmes by Omotola A., Akinbiyi shares that it is an online store featuring art, design and beauty/personal care products created by women. As of December 20, 2021, the store noted that it has nearly 10,000 followers on Pinterest and 1.7 million monthly views.
Tools like Pinterest’s shop tab and Pinterest’s merchant detail searches make it easier for consumers to share what they see and, according to Akinbiyi, can potentially lead to a purchase. But the greatest value is drawing attention to a fledgling brand that seeks to turn clicks into awareness and eventually sales, she says.
When consumers are directed to the Bon Femmes site via Pinterest pins, Akinbiyi says it’s an opportunity to understand the customer a little better “and what they’re looking for from the brand,” she says.
Augmented reality for an immersive shopping experience
Pinterest offers visual search, where consumers can take a photo with a smartphone or tablet that generates a selection of pins similar to the items being photographed. From there, consumers can choose to visit the retailer’s website.
But it’s the Pinterest Lens that uses augmented reality (AR) that offers a new opportunity for shoppers to connect with brands. Launched in January 2021, Lens offers consumers an interactive way to try before they buy. 11% more Pinterest users are using AR Try On for Beauty Tool on the Pinterest platform, where consumers can virtually try on products like lipstick or eyeshadow from brands like Chanel, Gucci and L’Oréal, among others. Pinterest does not measure sales resulting from use of the augmented reality tool, but noted that it drives web traffic to merchant sites.
According to Pinterest, shop tab searches increased 144% in Q3 2021 compared to Q3 2020. Goal snapshots increased 122% over the same period.
According to a Digital Commerce/Bizrate Beauty survey of 1,000 respondents in August 2020, 8% said they wanted to be able to try on beauty products virtually, while 6% surveyed said they used the tool during their online shopping experience. line.