The Pinterest frontier as yet unexplored is the territory of internal communications. The fast-growing social network is a natural for companies that sell visually pleasing products or promote a lifestyle brand. Brands like Nordstrom, Whole Foods Market, Bergdorf Goodman and even Chobani Greek yogurt have started Pinterest boards directed at their consumers. Ann Taylor launched a brilliant Valentine’s contest that motivated Pinterest users to pin Ann Taylor clothes and accessories to their own boards.
Now Pinterest has the potential to become a powerful employee engagement tool as well. At Tribe, we’re beginning to recommend its use internally, particularly for brands with predominantly female workforces, such as retailers for women’s apparel.
One of the trickiest communication issues for such retailers is communicating with the employees on the sales floor. They’re separated geographically from corporate and from other stores, yet it’s essential to loop these employees in on what the brand represents.
After all, the sales associates are the ones who interact with shoppers. You can have fantastic external branding, but if the customer experience doesn’t live up to that branding, you’re sunk. Especially in this economy, retail customers want to feel like they’re getting what they’re promised.
