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How Target’s ‘Awesome Shop’ Uses Pinterest To Boost Sales

The 'most pinned' items are filtered at the top for customers to easily see what's trending.

Rachel Pincus
Rachel Pincus on December 30, 2013.

Target, which has recently shifted gears to its online shop after experiencing declining sales, has now rapidly put together a special Pinterest compilation. The Target ‘Awesome Shop,’ which was assembled in just a couple of weeks by the company’s in-house RAD (Rapid Accelerated Development) team, is still in beta, but it allows you to sort top-pinned items by certain preset categories as well as view the overall most most-pinned items in the online store.

Pinterest has previously been of help to Target. While online sales made up a measly 2% of its $73 billion total sales in 2012, they saw a 70% increase in traffic from Pinterest in the six weeks after the Pinterest rolled out its Rich Pins feature. The big-box retailer has still been putting a lot of energy into sprucing up its physical stores, which could mean that social media features that have recently graced stores like Nordstrom, such as items specifically marked as highly pinned, could be on their way. Another possible fate for the ‘Awesome Shop’ could be its absorption into the Target website, similar to how ToysRUs.com highlights top-pinned items. Either way, the standalone site could be an interesting way to track whether the Pinterest effect persists even when customers leave the site.

Target Awesome Shop

Sources: CNBC, TechCrunch, Minneapolis/St. Paul Business Journal

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