Pinterest’s Retail Problem
This Adweek article highlights the issue many companies are facing: how to effectively use social media to engage consumers and drive purchases. Pinterest has been touted as e-commerce’s best solution to the social media conundrum. The problem now is that companies aren’t properly taking advantage of the opportunities and are missing out on opportunities to realize sales from interested Pinterest users. Specifically the article talks about how dead links are hindering H&M’s potential revenues, a problem created by a disconnect between e-commerce teams and social media and marketing teams.
This reminded me of our discussion in class about how CRM and CEM systems work best in conjunction because they then offer a more complete picture. Without a full understanding how the customer interacts with the company both directly and indirectly, H&M and other retailers are missing out on sales and the chance to build a more positive customer experience.