SiliconANGLE’s Senior Managing Editor Kristen Nicole Martin had a chance to sit down with Matt Repicky, Head of Marketing for Amazon’s MyHabit. MyHabit is a membership-only discount service that offers up to 60 percent off designer brands. Membership however, is free. Repicky joined MyHabit in October of 2012. Since joining, Repicky has been tasked with defining the MyHabit brand identity, and Martin asked him to give a lay of the landscape of fashion on the Internet today, specifically leveraging popular outlets like Pinterest. Here is an excerpt from her interview.
Pinterest vs. Facebook
It’s interesting to see how our customers interact on different platforms; what’s trending for customers on Pinterest may be different than what we’re seeing on Facebook. In MyHabit’s business specifically, there’s this notion of being able to purchase that great find, we offer vintage products and source for uniqueness, but they’re only available for a limited time. For us, Facebook is a great way to share and engage in a more immediate way, but on Pinterest you see the longevity of some of these items.
How important is Pinterest’s third party ecosystem for data analytics?
For us, to see Pinterest’s growth and level of engagement within the platform, that really helps us shape the type of content we share on Pinterest and how it can be used outside the platform. We can drill down to specifics across categories like home decor and fashion. Understanding how those pieces fit together is crucial.
Was your recent Pinterest campaign last November worth it?
In November we did a really interesting campaign where we used Pinterest insights provided by Piqora to see how our fans were engaging with MyHabit products, specifically in the home and shelter space. From this, we pulled our most-Pinned items and offered them for purchase in a MyHabit sale.
When looking at the results, we saw traffic double compared to similar campaigns we’ve run in the past. It was a really good test for us to see how these items would track outside of Pinterest. Looking at what people bought compared to what they had pinned, the sale ended up being and a great way for us to provide customers with what they were already looking for.
What special skills are required of today’s consumer liaisons, educating and facilitating the transition to the digital era?
If I look at the team we have here at MyHabit, it’s a diverse group of individuals. The skills and talents they bring cross a lot of industries. It’s important for us to have an eye on the customer and communicate clearly with them. The industry we’re in also bridges different areas – fashion, shelter and design. It’s great to have that diversity in the team. It gives us the ability to pivot across competencies.
What is the global nature of your business? Can you share any stats?
MyHabit ships to 65 countries – and we receive feedback from customers all over the world. From a marketing perspective we keep that in mind, whether it’s crafting an event of often-pinned items, or content on our blog, theFIX.
You have a blog on MyHabit – where does consumer education fit into the company’s marketing goals? Long term sales?
For MyHabit, it is not necessarily education, but a focus on discovery and sharing; that’s important to us. Discovery can come in different forms too. You could be browsing the sales on MyHabit.com and find a sofa you like, or you could be reading theFIX for great tips on how to wear denim. Being able to engage across platforms is important and each channel is different.
How can consumer data be given to end users to enhance their experience?
I think with MyHabit, the event we started talking about via Pinterest was a great example of that. It culled information on what’s important to customers and served that back to them. Crowdsourcing isn’t the right phrase, but we’re taking information from them and giving it back to them. We’re going after the eCommerce space and this was a unique opportunity for us.
What’s next for retail?
For MyHabit, we’re always looking at new ways to deliver value to our customers. Whether it’s through our mobile app or online, we’re looking at different platforms, like Pinterest and Facebook, to see how we can contribute to the conversation in a way that’s meaningful to our customers.