Gilt Groupe Samples Group Buying Model on PinterestApril 02, 2012
by Lauren Indvik
In the early days of daily deals, shoppers often had to band together in groups to “unlock” a deal. It was a strategy that proved effective in spreading awareness of those deals and the companies that offered them. But can the same idea work for Pinterest?
Upscale flash sales site Gilt may learn the answer to that question shortly. The company is staging a “Pin it to Unlock” promotion for a toddler’s party dress on its Gilt Kids Pinterest page Monday. If and when the image has been repinned 50 times — it has been repinned 20 times as of writing — shoppers will find a link to a hidden sale on Gilt where they can purchase the dress for $28, or 77% off the full retail price. The link will only be accessible through Pinterest.
Although I’m not typically a fan of “repin to win”-style promotions, this may be an exception. The sense of urgency inherent in all Gilt sales makes it exciting, as does the need to band one’s friends and followers together to cash in on the deal. I’d hate to see this strategy executed at volume, but for a one-off, it’s clever.