For the first time ever, Crate & Barrel forgoes a print-catalog, electing instead to debut its new decor on Pinterest.
Furnishing retailer Crate & Barrel brings its new “Crate&Kids” catalog to the pages of Pinterest. Rather than a flippable, traditional magazine, Crate & Barrel will launch images of every new item on Pinterest, where potential customers can save and shop each piece. The catalog features furniture, toys, bedding, and lighting for children’s rooms and nurseries, which users can purchase by clicking the “shop the look” button on each Pinterest image. Creating a digital-only catalog could help Crate & Barrel reach parents on Pinterest who have frequented the site recently in search of children’s furnishings and decor ideas. In the past few months, Pinterest has seen a 162% increase in searches for “kids office” and a 33% increase in “kids spaces” as parents look to redecorate while their children learn from home during the Coronavirus pandemic.
While the digital catalog allows Crate & Barrel to capitalize on e-commerce shopping trends, it also marks a notable change in how the home decor brand reaches modern day parents. With millennial consumers keen on digital experiences, the ease of tapping through each new catalog item could appeal to them and help Crate & Barrel stay top of mind, according to a Gartner report. Additionally, as consumers favor online shopping during the pandemic, Crate & Barrel’s digital debut could be the perfect fit for today’s parents. Through its partnership with Pinterest, Crate & Barrel could boost digital sales and grow a loyal social media following as users can save, share, and revisit each item on the platform. As the holiday shopping season is set to begin this month—one of its earliest starts ever—Crate & Barrel’s original shopping initiative could draw in new customers and help it make up for lost in-store sales earlier this year.
Home decorating is one of the top trends of the pandemic, and through its digital catalog Crate & Barrel could reach this new audience of tech savvy furniture shoppers. Though this is the furnishing retailer’s first digital catalog, the commerce capabilities and loyal user base of Pinterest could make it a new tradition.