Although it is often hailed as the ideal social network for commerce, Pinterest poses problems for retailers with disconnected marketing and e-commerce departments.
According to an article on AdWeek, items from popular brands such as H&M often are pinned back to expired pages or out-of-stock products. Potential buyers are then left with the will, yet no way, to make a purchase. SapientNitro's global head of social media Nathaniel Perez called the issue "a classic problem of commerce and marketing not working together."
"Pinterest is driving a ton of people to [H&M's] website, but they can't buy anything when they get there," said Curalate CEO Apu Gupta. H&M did not respond to multiple requests for comment, but the retailer is only one example of more pervasive missed opportunities. Curalate found that 48 percent of top retailers' most popular products on Pinterest link back to expired pages. "We look and go, 'My God, how much money are they leaving on the table?'" Gupta said.
Read more about social media in retail.