The world is becoming increasingly digital, and Anthropologie is embracing that trend. While many retailers, including this one, have offered both digital and printed catalogs for a while, Anthropologie just released its first purely digital catalog.
The Catalog Features on Pinterest
Most digital catalogs today are just images that are nearly identical to those in the printed catalogs. By going purely digital with this catalog, Anthropologie innovated and created new features that will make the catalog even more useful to shoppers.
The catalog appears on Pinterest and takes advantage of the features built into the photo-sharing platform. It provides shoppers with an immersive and interactive experience instead of the typical browsing one.
As shoppers browse the catalog, they can pin the items that catch their eye. This lets them create a digital pinboard that shows all of the products that they want to buy now or in the future. This essentially lets shoppers create a personalized lookbook that they love.
Pinterest Trends That Encourage this Move
The decision to make the purely digital catalog on Pinterest makes sense given the platform’s recent growth. In the last year, Pinterest has had 80% engagement growth, which includes the incorporation of shoppable items. This boost was related to the pandemic that also spurred other elements of e-commerce growth.
Although about 97% of searches conducted on Pinterest are not done on brands, this move made sense for Anthropologie. After all, in the last year, searches for “Anthropologie mirror” saw an increase of 375% while those for “Anthropologie home décor inspiration” rose by nearly 11 times.
The Idea Behind the Catalog
Anthropologie predicts that the increase in online shopping will continue to some extent, even as people return to brick-and-mortar stores. The idea is that this type of Pinterest catalog will provide inspiration when shopping for items for their home.
Other Changes for Anthropologie and Urban Outfitters
This is far from the only recent change from Anthropologie and its parent brand, Urban Outfitters. It also started a paid membership program as a test last month. This includes Urban Outfitters, Anthropologie, and Free People stores. The program’s future will depend on the response to it.
Crate & Barrel Already Did Something Similar
Anthropologie is not the first retailer to create a digital-only, Pinterest-based catalog. Crate & Barrel used the platform to launch “Create & Kids” in response to the platform’s increased searches for kids’ furniture.
Sources:
https://www.furnituretoday.com/e-commerce/anthropologie-launches-first-digital-catalog-on-pinterest/
