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Pinterest for Business

Pinterest logos

2021 was the year of social media, and we know keeping up with all of your options isn’t easy. Read on for everything you need to know to about Pinterest and if it’s a fit for your shop.

Pinterest lingo

The first thing to know about Pinterest is that it isn’t social media (just like Google isn’t social meda). But unlike Google, a quilter will search on Google when she knows what she wants, and alternatively, she will search on Pinterest when she’s searching for inspiration.

Pinterest is largely visual. Pinners can choose a topic they’re interested in, and Pinterest determines what appears in their feed. Below is Pinterest-specific jargon:

  • Feed: Collection of images based on user’s searches, pins collected, or term entered.
  • Search: Displays images on specific subjects based on terms entered in the search box.
  • Boards: Collections of pins arranged by subject matter and found on the user’s profile page.
  • Pins: Individual images saved on boards.
  • Pinners: Users who save pins.

Pinners create accounts to search for content that interests them and save pins to boards they create. Boards are typically arranged by subject (ie knitting, quilting, cooking, etc). Think of it as a virtual bulletin board.

Pinners can also save images from websites, so be sure to add a save button to your site so users can pin it.

Content, views, and benefits

A great time to make a pin is when you have something new in your store. The goal is for users to be inspired by your pins, click on them, and then shop your store in-person or online.

The more that people view your pins and save them, the more Pinterest will show those pins to even more users. Many factors go into this including the quality of the pin, the interests of the pinner, and how relevant your pin is to the search.

Last but not least, what is the benefit? Pins are essentially evergreen content that works for you around the clock.

Stay tuned; next week we’ll cover Pinterest best practices and how to create a boards.

Inspiration for this post came from “Are you Pinterested in Increased Sales?” by Kate Colleran, Joanne Hillestad, and Kris Poor published in the December 2021 issue of American Quilt Retailer.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you. And don’t forget, you can always purchase single issues if you prefer that instead.

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Sharing Visual Content

Sharing visual content on Instagram

Quilting is visual. Instagram is the best platform to promote those visuals. Read on to find out how to optimize your business’s Instagram account.

Back to basics

The first step to optimizing your account is to make sure your page is set to business. The good news is you can convert a personal account to a business one.

Second, make sure you keep your branding specific. For instance, your Instagram name should be the shop’s name, your username (or the words that come after the @ symbol) should be the same (or some variation of your business name), and your profile image should be your logo (for ease of recognition).

Cross promoting

Your Instagram profile can have one link, so it’s wise to use your business’s website link, and have a contact page in your website to direct customers to other pages.

You’re also going to want to connect your business Instagram account to your Facebook account so you can save time by publishing two posts with just one click.

Other Visual Tips

Be sure to include a bio at the top of your profile. What do you want your customers to know in 150 characters or less? And of course, include your business contact information so customers can contact you as well.

As for category, choose what’s best for your business. For example, “Shopping & Retail” might hit the nail on the head, but “Fabric Store” might be an even better option.

Last but not least, keep your display on public (not private) so anyone can see your amazing content if they come across your account.

That’s it for this week. Stay tuned next week for more information on photos, captions, and what type of content to share.

Inspiration for this post came from IG 1, 2, 3 by Kate Colleran, Joanne Hillestad and Kris Poor published in the February 2021 issue of American Quilt Retailer.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you.

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Visual Merchandising for Your Quilt Shop

Visual Merchandising

With the Holiday shopping season right around the corner, now is the time to switch up your visual merchandising to optimize your sales floor.

Whether you know it or not, we make subconscious decisions all the time. Shoppers decide within the first 10 seconds of entering your store if they want to spend time in that space. Read on to discover how visual merchandising influences your customer.

Basics of visual merchandising

Fixtures, a simpler term for shelves and wall units, should look nice in your store but should never distract from the product. Also keep in mind that the American for Disabilities Act (ADA) requires 3 feet between fixtures.

Also include a speed bump front and center of your store to feature new items, tell product stories, and place irresistible items.

As for messaging, shoppers should be able to consume your message within 5 seconds or less. And remember, color is important. No matter what color scheme you chose, be sure to stick with it.

Some other interesting changes include replacing a metal display table with a wooden one. This simple switch will automatically increase sales. Also, profits increase the better your store smells. Grapefruit gives a burst of energy, vanilla calms, and cinnamon attracts money.

Layout options

The way you set up your store can also influence sales. Check out these layouts to find out if your store has room for improvement.

  • Sight line: Allow shoppers to view the entire sales floor upon entering. Place shorter items at the front and taller items at the back.
  • Vertical displays: Because we read left to right, placing items vertically guarantees your customer will view an entire selection in one glance.
  • Visual Curve Merchandising: Using slanted shelves or waterfall brackets will increase your customer’s visual strike zone. Without even realizing it, this layout forces the customers gaze forward, up, and down the product.

What are you waiting for? Make some changes in your store and watch your profit margins rise.

Inspiration for this post came from Visual Merchandising for the Holidays be Rich Kizer and Georgeanne Bender.

If you’re looking for more information to guide you in owning a retail business, subscribe to American Quilt Retailer today. Already a subscriber? No worries—join our Facebook group for insights and dialogue from industry specialists like you.