Curators at the heart of shopping

The post on Monday from Pinterest sent them straight to the heart of shopping. The social curator site has now made it possible for brands and retailers to include pricing, availability and where to buy. Target, Walmart and eBay are among some of the names to sign up. http://blog.pinterest.com/post/50883178638/introducing-more-useful-pins.

Currently it only works when you pin from a brand or retailer site and we are yet to see the functionality that might follow, but given how we see people using Pinterest we are sure to see solutions that move shoppers from inspiration to sale.

That leap was made with ‘chip-it’ from Sherwin Wiliams, an idea from Cheil family agency McKinney in the USA. The applet enabled people searching for inspiration in home decoration to ‘chip’ an image, break it down into a palette of paint colours and save it to social platforms. When they are moved to buy they simply take the ‘chip’ in-store.

Connecting the store and social is inspiring innovation. The Tapestry app is a physical bookmarking tool developed by the Guided Collective and trialled at Diesel’s Westfield London store in 2012 http://wp.me/p1mP6n-Zi . Shoppers simply tap or scan the product code they like and it goes into their Tapestry, where they can curate and access digital content including expert reviews from bloggers, fashion shows and information about each piece including as size, colour and price.

For retailers this raises a question; traditionally they have been editors of choice, but people are now curating for themselves or looking to people they trust, can retailers become their curators of choice?

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