1. The document provides a 9-step guide for retailers to get started with Pinterest to engage consumers and drive sales. It outlines understanding audience fit, setting up brand pages, creating boards, adding Pinterest buttons, engaging customers, and keeping content current. 2. Retailers are encouraged to create a mix of product and lifestyle boards to build their brand identity and relationships while driving traffic and sales. They should also communicate their Pinterest presence on other channels and engage customers through contests. 3. It is important to regularly update content and stay aware of changes to Pinterest's terms and upcoming API to optimize efforts and take advantage of opportunities.

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A Retailer’s Guide
to Pinterest
9 Steps to Get You Started

2. ©2012 Demandware, Inc. | www.demandware.com
Introduction
Pinterest offers a powerful way to engage consumers and is quickly becoming an
important part of a retailer’s social commerce strategy. This guide will provide you
with the information you need to get started with Pinterest and make it an effective
part of your social commerce strategy – keeping you at the leading edge of emerg-
ing Commerce trends.
Pinterest Defined
Pinterest is a virtual pinboard, where consumers can curate and categorize prod-
ucts, activities and brands based on their lifestyle. Lifestyle categories (otherwise
known as pinboards) can vary from Fashion, Fitness, Do it Yourself Projects, Home
Décor, Recipes or just about any other category imaginable. Consumers follow
brands as well as other consumers on Pinterest and then create pinboards that
resonate with their interests and lifestyles.
The Popularity of Pinterest
Pinterest, with 10 million total users, is the 38th most popular site in the world ac-
cording to Alexa (as of June 2012). Some other facts about Pinterest include:
• Pinterest reached 12 million monthly US unique visitors faster than any inde-
pendent site in history and is now hitting 17 million uniques a week
• The user base has grown 145% since the start of 2012
• Pinterest users are spending more time daily on Pinterest than they are on
Facebook (15.8 minutes vs. 12.1 minutes).
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In addition, a recent analysis by Modea states that:
• 28.1% of Pinterest users have an annual income of +$100,000
• 68.2% of users are women
• 50% of users have children
Benefits of Pinterest
Pinterest, similar to other social media, can provide a variety of benefits to retailers.
While metrics on Pinterest are hard to find given the relative newness of the site
and usage by retailers, some potential benefits include:
• Increased referral traffic – Pinterest can drive traffic to the retailer’s site,
helping to bring potential new customers on-site where retailers can then drive
deeper brand engagement.
• Wider brand reach – Pinterest provides retailers access to the large consum-
er base using the site, increasing brand reach.
• Increased sales – with additional referral traffic and a wider brand reach,
comes the opportunity to grow product sales. In a recent survey conducted
by PriceGrabber about 21 percent of those who had Pinterest accounts pur-
chased a product after seeing it on Pinterest.
• Improved SEO – More inbound links from Pinterest coupled with consumers
linking to the pinned content on other sites, can improve the search engine
optimization results for the retailer’s site.
A Compelling Opportunity
The popularity of Pinterest and its potential benefits, present a compelling oppor-
tunity for retailers. By investing time now in Pinterest while it’s still early, you could
take advantage of this opportunity.
3
The popularity of
Pinterest and its
potential benefits,
present a compelling
opportunity for retail-
ers. By investing time
now in Pinterest while
it’s still early, you could
take advantage of
this opportunity.

4. ©2012 Demandware, Inc. | www.demandware.com 4
Getting Started with Pinterest
There are 9 key things to get started with Pinterest:
Understand if Pinterest is a Good Fit for Your Brand
Pinterest is not right for all brands. Make sure you identify if the site is a good fit
for your brand by asking the following questions:
1. Do you have the AUDIENCE that will be engaged in the Pinterest universe?
2. Does Pinterest COMPLIMENT the other components of your social commerce
strategy?
3. Do you have the RESOURCES and content to support it?
If you answered “YES” to all three of these questions, than Pinterest may be a re-
ally good fit and opportunity for your brand.
Set Up Your Brand on Pinterest
You will want to create boards on Pinterest that will engage the Pinterest com-
munity. Ultimately, you want your space to build brand identity and help foster
customer relationships while simultaneously helping drive sales and acquire new
customers. Just like on other social media sites, be sure your company name and
logo are clearly represented, as well as a short description of who you are and
what consumers can expect from your brand on Pinterest. Michael’s, Boot Barn
and Fredericks of Hollywood are great examples:
1
2
You will want to create
boards on Pinterest
that will engage the
Pinterest community.
Ultimately, you want
your space to build
brand identity and
help foster customer
relationships while
simultaneously helping
drvie sales and acquire
new customers.

5. ©2012 Demandware, Inc. | www.demandware.com 5
Create Boards
Next, you will need to determine as a brand what type of boards you want to cre-
ate and what the right mix of content should be. As a best practice, a Pinterest
brand space requires a balance of product content (recent collections, best sellers,
etc.) and then also boards that help build customer relationships by allowing cus-
tomers feel closer to a brand. A few examples:
Some other ways that brands have found a nice mix between product content
and other content is to create boards based off of inspiration, vintage ads, fashion
weeks, favorite places to wear certain products, and other targeted suggestions.
3
Sephora – Makeup tutorials & videos
Brooks Running – Inspiration & Fan Photos boards

6. ©2012 Demandware, Inc. | www.demandware.com 6
Communicate Your Pinterest Intentions with Your Customers
Customers aren’t mind readers so be sure to share the exciting news with your
customers by leveraging other digital channels! A few ideas on how to do this:
• Leverage social channels like Facebook and Twitter to announce that your
brand is now on Pinterest.
4
Frederick’s of Hollywood – Words to Live By & Vintage Ads
Frederick’s of Hollywood – Reaching out on Twitter

7. ©2012 Demandware, Inc. | www.demandware.com 7
• Create a promotional email campaign and share the exciting Pinterest news
with your marketing database. The email channel can also be leveraged to
help acquire new followers.
Add a Pinit Button to your Product Detail Page’s
By adding the Pinterest Pinit button to your product details page, you will enable
customers to easily share product images on Pinterest along with product detail
page links. Once a product is shared by a customer someone else in the Pinterest
community can click on the product image and they will be immediately redirected
to the product detail page on your site.
Tory Burch – Using Facebook to Promote Pinterest
Bootbarn – Raising awareness through banner imagery
5
Columbia Sportswear – Pinterest Pinit Button on Product Detail Page

8. ©2012 Demandware, Inc. | www.demandware.com 8
Update Your Home Page & Other Templates with a Pinit Button
Update your site (header & footer) as well as any other existing templates like your
email & blog with the Pinterest button. Ensure it’s placed prominently on the page
so consumers will click on it, which will help drive additional referral traffic.
Engage Your consumer Base
Use Pinterest in creative ways to engage your customers. Some examples include:
• Promote a Lifestyle – Pinterest gives you a great way to let consumers
know what your brand is all about. In addition to featuring your products,
focus on what inspires you and what fits your customer’s interests and
lifestyles. Nordstrom’s is a great example as they have over 33 boards that
feature trends, fashion photography, etc:
6
Bootbarn – Pinterest Pinit Button on header and footer pages
7
Nordstrom- Promoting a lifestyle

9. ©2012 Demandware, Inc. | www.demandware.com 9
• Conduct Contests on Pinterest are a great way to engage your custom-
ers by allowing them to share their creativity and love for your brand while
also using it as a channel to create brand buzz and acquire new customers.
Brooks Running does a great job at this:
• Crowdsource ideas – Enlist your followers to share pictures of themselves
or top wishlist items. This information is useful in understanding how
consumers use your products, what they find most interesting about your
brand—all of which is useful information. You could run a contest or tie in
a promotion to encourage this type of research. Keep in mind that you will
need to moderate any user-generated content (UGC) of this type.
Manage & Keep Your Pinterest Content Current
Invest the time in keeping content fresh on Pinterest, which will ensure brand
consistency as well as drive further engagement with customers. The content you
should focus on is:
• Product Content – If you do have boards in your space that feature new
product lines, best sellers, staff picks, and other categories, invest in quality
product imagery that your consumers can access on Pinterest. Similar, to
your ecommerce site, you should merchandise and manage the inventory of
products and only feature products that are available for purchase.
Brooks Running – Contests on Pinterest
8
Invest the time in
keeping content fresh
on Pinterest, which will
ensure brand consis-
tency as well as drive
further engagement
with customers.

10. ©2012 Demandware, Inc. | www.demandware.com 10
• Other Content – Be sure to add new content to other boards that are not
directly promoting products, such as inspiration, fan photos, brand news,
fashion show images, and other categories. Not only does it continue to
build existing customer relationships when you add new content it will show
up in your followers feeds and gain exposure.
Stay on top of what’s happening with Pinterest
The landscape around Pinterest is changing rapidly. Ensure you stay on top of
changes at the site so that you can optimize your social commerce efforts focused
on Pinterest. For instance, two recent changes occurred recently, which are worth
noting:
• New terms of service. Recently, Pinterest released new terms of service,
which clarified ownership of content posted by retailers or consumers on
Pinterest. A recent post by Junction Marketing does a good job clarify-
ing what the recent changes mean. This will not be the last change, so it’s
important to stay posted on what additional changes may occur, and what
they mean for your business.
• Pinterest APIs. Pinterest also recently announced new APIs are on the way,
which will allow anyone (include retailers) to build applications using Pinter-
est as a platform. This will allow retailers, for instance, to show consumer
pins on third party sites outside of Pinterest, such as the retailer’s website or
third party sites. This could mean reaching a wider audience which would
further increase the benefits of Pinterest.
9
The landscape around
Pinterest is changing
rapidly. Ensure you
stay on top of the
changes at the site so
that you can optimize
your social commerce
efforts on Pinterest.

11. ©2012 Demandware, Inc. | www.demandware.com 11
Pin Onward!
Once you’ve gotten started with Pinterest, continue to invest in your efforts, spend-
ing the time to create a memorable and engaging brand space. Pinterest should
become an integral part of your social commerce strategy, right alongside other
social media channels, such as Twitter, Facebook and Google+. Don’t miss out on
the power of Pinterest. Pin onward!
As you develop and optimize your strategy on Pinterest, be sure to let us know how we
can help. Contact us at +1 (888) 553-9216 or send an email to info@demandware.com.
Let Us Know How We Can Help

12. ©2012 Demandware, Inc. | www.demandware.com
5 Wall Street, 2nd floor, Burlington, MA 01803Demandware, Inc. 1-781-425-1400 www.demandware.com
About Demandware, Inc.
Demandware is a leading provider of software-as-a-service (SaaS) ecommerce solutions that
enable companies to easily design, implement and manage their own customized ecommerce
sites, including websites, mobile applications and other digital storefronts. Customers use our
highly scalable and integrated Demandware Commerce platform to more easily launch and
manage multiple ecommerce sites, initiate marketing campaigns more quickly, and improve
ecommerce traffic. Demandware clients include Bare Escentuals, Barneys New York, Columbia
Sportswear, Crocs, Frederick’s of Hollywood, Hanover Direct, Jewelry Television, Jones Group,
Lifetime Brands, L’Oreal, Panasonic, Playmobil, s.Oliver and Reitmans.
This document contains archival information which should not be considered current and may no longer
be accurate.
© 2012 Demandware, Inc.