Be inspired, collect and buy. Or as the brand says, “Find your style”, “Power the everyday” and “Do it personal”. These are the three ideas that articulate the New collaboration announced in the United Kingdom between Primark and Pinterest. The Irish company has designed a collection of household items, within the framework of spring, which will be available to buy through the collages of the social network. Linking with the new click & collect option of the stores, this Primark collection can be acquired directly from Pinterest.
Primark wants to accelerate the purchase decision of users
The collaboration, as explained in a press release, part of a study based on The consumption data of its usersmade between January and July of last year, which has analyzed the changes in the searches. Thus, for example, it has been possible to verify how “cozy bedroom in a cabin” increased 170% or “floral” by 40%.
This information has allowed Primark to create three lines of household items, Cosy Cottage, Minamaluxe and Dainty Dentor, which They respond to the most accurate tastes of buyers in the United Kingdom and that include from dishes with floral motifs to bedding with flying pink tone. And, above all, that the greatest barriers resolve in decision making when decorating a house.
Because, according to an opinion study Matters in charge of Primark and Pinterest, 51% of respondents point out the lack of budget, and 22% the lack of inspiration, as main obstacles when redecining their homes. Likewise, Pinterest points with internal data that more than 12 million users in the United Kingdom interact on their platform with a use designed for home decoration.
“To inspire ourselves with household items we usually go to Pinterest, but it is not always easy to materialize those pins stored in real purchases, especially when you handle a limited budget“, explains Sinead McDonagh, design director of Primark, in the company’s statement.”Therefore, from Primark Home we wanted to commit ourselves to creating interiors that follow the latest trends from an affordable and simple approach”
Users interested in the articles in the collection can enter Pinterest, use the collages and cut the products they want to buy. From there, Click & collect allows you to finish the purchaseassociating the process to one of the 130 stores in Great Britain in which this option is operational. These collections can be acquired throughout the month of March.
The collaboration between Primark and Pinterest also includes a Integrated Marketing Campaign for which the Irish chain will take the collage style to more than 70 windows, as well as the realization of master classes of decoration in selected establishments and the presence of Primark both in the spotlight function and in Shopping ADS and in the feed of the home of Pinterest.
In this context, it should be remembered that Primark Home It has begun to operate as an independent store this March, starting its journey in Northern Ireland and expanding the offer of household items and lifestyle of the company. Located in the iconic Fountain House building in Donegall Place (Belfast), it has an area of more than 800 square meters distributed in a plant and offers a wide variety and quality at affordable prices, combining style and comfort.
This brand expansion supposes A reinforcement of the Primark positioning in the home category. In 2021 he began incorporating articles such as bedding, towels, decorative pieces, kitchen products or, even small furniture, as part of the offer of his stores, in which fashion prevails. However, with Primark Home the company advances in its strategy and will provide customers with an even greater selection of home products.
