Pinlist
Tok&Stok
Issue 40 | September 2016
Agency
DM9DDB
Creative Team
Chief Creative Officer Aricio Fortes Digital Interactive VP Igor Puga Executive Creative Director Paulo Coelho Creative Director Adriano Alarcon Carlos Schleder João Mostério Art Director Daniel Lobo Copywriter Pedro Baptista Martina Martinez Art Direction Lica Grinstein Designer Daniel Matsumoto
Production Team
Production Clariana Costa Nereu Marinho Illustration Company Big Studios 3D Illustrator Rafael Nakahayashi Illustrator Rodrigo Alves Digital Production Eduardo Martin Fernando Tolusso Rafael Gomes Executive Production Taís Caetano
Other Credits
Account team Marcelo Passos Claudia Almeida Tania Pena Beatriz Rodrigues Thais Moura
Date
April 2016
Background
Most people are very careful buying big-ticket items like furniture. There is often an in-store inspection of the bed, sofa, chairs after online research but before purchase.
These days Pinterest plays a critical part in the process, as a research and storage tool that allows purchasers to imagine and virtually construct their home purchases by taking inspiration from anywhere. It’s great, but it is virtual rather than physical.
Brazil’s largest furniture retailer, Tok&Stok, wanted to see if it could maximise the opportunities created by Pinterest by turning itself into an inspiration board, using an in-store Pinterest button to marry the digital and physical worlds, and making the purchase cycle shorter and easier.
Idea
Working alongside Pinterest, agency DM9DDB created a physical pin that could be displayed on various items in Tok&Stok stores.
As customers identify a furniture item of interest, they activate the Pinterest button.
The physical pin, equipped with a battery and Bluetooth connection, sends a signal to the shopper’s mobile device and the item is then displayed on their board, which can be referenced later by them or others.
Results
In the first weekend, 200+ Pinterest boards full of Tok&Stok products were made by clients. By the end of the activation, over 350 had been created.
Our Thoughts
This is the kind of idea that will probably give peer retailers that ‘I wish I’d thought of that’ feeling.
The idea of turning the in-store environment into a giant Pinterest board marries the strengths of the digital and the physical by making a familiar online process actionable in the real world.
For retailers under threat from digital, it effectively closes the loop between the inspiration and research process, and purchase – a gap where customers can easily go somewhere else.
Expect to see other retailers copy the idea.