JC Penny Targeting Pinterest Pinning Moms in Stores Ahead of Mother’s Day. Interesting Strategy That Could Apply to Franchising.

In a quest to drive more consumer traffic through its doors, JC Penny has teamed up with Pinterest ahead of the Mother’s Day shopping window. While the two companies have partnered in the past, this is the first time the retailer will host its own Pinterest boards inside 10 mall locations across the U.S.

According to a recent story in Ad Age, customers can visit the Pinterest Boards in the general shopping area of the mall and then shop for the looks at nearby JC Penny stores. The retailer has enlisted 20 bloggers to speak about trends and styles while store associates model some items and assist shoppers with their questions and needs. The rest of the events will take place April 30 and May 1.

It’s an interesting approach that certain retail or even restaurant franchisors could take advantage of. By brining social direct into the physical shopping experience, franchises would be able to blend both the digital and physical into one cohesive marketing experience. These kinds of integrated marketing campaigns could save consumers time, energy and money while fueling social media influencers with helpful ideas.