JCPenney Sets Up Pinterest Boards In Malls To Target Moms

What Happened
JCPenney is looking to attract Pinterest-loving moms to malls with real-life Pinterest boards. The company plans to set up digital billboards in ten malls to showcase their products as well as beauty and hair inspirations as part of its Mother’s Day campaign. The retailer is working closely with Pinterest to leverage user insights from the social scrapbooking site to create the selection. Consumers will see the Pinterest boards in the general shopping area of the malls, and then shop for the looks they like at the JCPenney stores nearby.

What Retailers Need To Do
It makes sense for Pinterest to team up with JCPenney, which Pinterest reports it shares a similar target audience with. By bringing Pinterest boards into the physical world, the retailer is able to create an in-mall activation that engages shoppers and aids product discovery, while also fueling its Pinterest-loving customers with inspiring and helpful ideas. With an increasing number of shoppers now researching online before purchasing in stores, it is important for brick-and-mortar retailers to find compatible ecommerce and digital partners to help bridge the gap between online discovery and offline shopping.

Source: AdAge

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Manager of Strategy & Content, IPG Media Lab

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