Pacsun partners with Pinterest; unifies customer data for analysis
Pacsun is collaboratively engaging customers with Pinterest and also enhancing how it manages customer data.
The teen apparel and accessories retailer is introducing its fall campaign, "Better in Baggy,” in partnership with Gen Z content creators and Pinterest. In addition, Pacsun is transforming how it collects and analyzes customer data.
Pacsun teams with Pinterest and influencers
Pacsun is kicking off the back-to-school season with its new fall campaign, "Better in Baggy,” showcasing the brand's latest denim styles. The retailer is obtaining assistance from two sources – Pinterest and its Pacsun Collective community of Gen Z content creators, photographers, videographers, stylists, designers, musicians, and digital artists.
Introduced in February 2024, the Pacsun Collective takes part in the retailer’s creative process and helps shape future campaigns and merchandise. The group initially assisted the development of Pacsun’s spring/summer campaign.
To further bring the campaign to life, Pacsun has also partnered with Pinterest to create interactive store window displays and engage audiences through digital and social marketing, as well as event collaborations.
In addition, Pacsun and Pinterest will host several influencers and content creators in upstate New York’s Hudson Valley for a full day of immersive activities. Pacsun will integrate Pinterest shoppable content and making it easier for customers to discover the latest styles directly from their Pinterest feed.
[READ MORE: Pacsun releases spring collection with aid from Gen Z influencers]
Pacsun will also be hosting an exclusive in-store event at its Soho flagship to celebrate the launch of the campaign.
Pacsun streamlines data management
Pacsun is now live on the Census Embedded reverse extract, transform, load (ETL) platform in the SoundCommerce data platform. The reverse ETL process keeps data sent from central repositories to different applications consistent and up-to-date.
The retailer unifies and models data using the SoundCommerce Reactor intelligent data pipeline, making it available for AI, analysis and activation in tools like Census Embedded.
Pacsun also recently deployed a joint solution from SoundCommerce and marketing technology vendor Cordial to send customers email, SMS and mobile app messages based on data.
"SoundCommerce serves as PacSun’s composable customer data platform, landing modeled data in a managed instance of GCP BigQuery, which acts as our customer and marketing data warehouse," said Shirley Gao, PacSun chief digital and information officer. "With Census Embedded in SoundCommerce, our digital teams can now enhance data integration and activation more efficiently, unlocking opportunities to better engage and serve PacSun customers."
