Dive summary:
- Many brands popular on Pinterest, including clothing retailer H&M, are struggling to keep pace with their brands being pinned resulting in dead links and lost online sales.
- The simplest solution is for brands to leave expired products' links still active so that browsers still end up on the website and do not think the link is bad or the website is failing.
- A better solution would be for brands to hire a Pinterest analytics firm to install solutions to replace dead links with coupons or other offers for items no longer available.
From the article:
"Fashion retailer H&M is pretty popular on Pinterest—in spite of itself. Over the last month, the social scrapbooking platform’s users have pinned, repinned, commented on or liked the brand’s products 145,000 times, according to Pinterest analytics firm Curalate (H&M is not a client). The problem is, a good number of H&M’s popular pins feature dead links—an increasing problem for retailers, said Curalate.
For example, one H&M dress has been shared on Pinterest nearly 1,200 times in the past 30 days. But clicking on that product’s pin returns the message,"Sorry, this item is no longer available." Same goes for a pair of H&M shoes shared more than 2,700 times on Pinterest in the last month."
