Fashion Retail
C&A x Pinterest: Measuring Pinterest’s impact on offline and online sales with Sellforte Marketing Mix Modeling
Objective
A NEW SHOPPING EXPERIENCE
In today's world, consumers often seek fashion and style ideas beyond traditional offline stores, increasingly turning to social platforms for inspiration. Recognizing this shift, the global fashion retailer C&A partnered with Pinterest in 2024 with a comprehensive vision: by integrating Pinterest into their stores, C&A sought to bridge the gap between digital discovery and physical retail engagement. Their goal was to create a seamless shopping journey that engages customers across all channels, drives foot traffic and ultimately boosts both online and offline sales.
Strategy
FROM DIGITAL RECOVERY TO IN-STORE ENGAGEMENT WITH PINTEREST
The brand introduced "Pinterest Style Courts" in various C&A locations, creating an immersive experience that seamlessly connected online discovery with in-store shopping. They leveraged Pinterest trends data to develop eye-catching digital billboards for their holiday campaign. Additionally, C&A significantly increased their online media investment on Pinterest, utilizing powerful ad formats like the attention-grabbing Premiere Spotlight, to execute a truly comprehensive, omnichannel campaign.¹
Pinterest is in top 5 best channels
Hierarchy based on sales ROI for 2024
Growth in investment
2024 vs 2023
Growth in incremental sales
2024 vs 2023
Impact on offline sales
C&A offline business is larger than online
Measurement Approach
SELLFORTE MMM
Naturally, C&A was eager to understand the business impact of this unique strategy, particularly the omnichannel sales impact of Pinterest—assessing whether it drove both online and offline sales. To evaluate this, C&A partnered with Sellforte, a leader in Retail and e-Commerce Marketing Mix Modeling (MMM). Sellforte's analysis examined the sales impact and return on investment (ROI) of the Pinterest media campaigns alongside all other media and marketing activities undertaken by C&A.
Key Insights
- In 2024, the total sales volume driven by Pinterest ads for C&A increased by 62% year-over-year compared to 2023. This serves as compelling evidence of Pinterest’s full-funnel capabilities, where inspiration from the platform translates into real purchases at C&A.
- Incremental sales attributed to Pinterest ads, as analyzed by the Sellforte MMM, occurred both online and in-store. Impressively, over 60% of the Pinterest sales impact was attributed to offline ², in-store sales. This underscores Pinterest's role as a high-impact, omnichannel solution for C&A.
- C&A also wanted to assess not only the omnichannel sales impact (effectiveness) but also the return on investment (efficiency) of their Pinterest campaigns. In the MMM, Sellforte determined that Pinterest yielded a positive ROI, establishing it as a highly efficient media vehicle for C&A. Compared to other media channels Pinterest ranked among C&A’s top five channels in 2024 based on sales ROI, illustrating its competitive edge.
For a retailer like C&A, bridging the gap between online inspiration and offline action is crucial. The Sellforte MMM demonstrated that their full-funnel omnichannel strategy on Pinterest was highly effective, proving Pinterest to be a powerful, scalable tool for efficiently driving real business results.
¹ For more details see: https://business.pinterest.com/en-gb/success-stories/canda-germany/
² C&A offline business is larger than its online.