As shoppers embrace digital media, it is becoming more difficult to interrupt them with brand messages and promotional offers. Instead, shoppers increasingly use social media to seek ideas and make unplanned purchases. Jo-Ann Fabrics & Crafts has always inspired people in-store, and in fall 2016 the company expanded this approach online. This presentation will share how the teams at Jo-Ann and Ahaolgy utilized category trend data, consumer insights, inspirational content and an optimized Pinterest campaign to drive sales both online and in-store. Attendees will:
- Learn about a new approach to mobile and social media that drives both e-commerce and in-store sales.
- Gain an understanding of how to use category trends and shopper insights to drive successful campaigns.
- Learn about the role of Pinterest as a social and search intent platform that brands and retailers can tap to boost incremental purchases.