SkinnyScoop Has Pinterest’s Retail Appeal to Women on, Well, Estrogen

pinterestTech geeks may scoff at Pinterest for its heavily female user base, but e-commerce sites do not. That’s because women handle most discretionary spending in the U.S., deciding what to buy and buying it.

Which leads to the success of mommy blogs and, as of today’s alpha launch, to websites like SkinnyScoop, a “cheat sheet” for consumer decisions aimed at women 25 to 50 years old.

Yes, the name is awful — and the tagline is worse. But no, they do not sell diet products.

SkinnyScoop allows users to create their own public lists in a range of categories, including health and fitness, books and baby gear. Users can peruse lists created by other users and follow users who have taste similar to their own.

The key difference from Pinterest is that the users can also search the site, and see which products in a particular category are the most popular across all lists.

“We think about everything women are sharing as structured data, rather than unstructured pages or pictures. People spend a lot of time on Pinterest, but if you ask women, it’s more entertainment. SkinnyScoop is further down the purchase funnel,” said Eden Godsoe, the co-founder and CEO.

Bloggers can recommend a product and create and display a visual of the product using SkinnyScoop’s “embed” widget. The listing then lives on SkinnyScoop and on the blog, creating a mutually beneficial traffic relationship. The site, which beta-launched in September 2011, already works with some 500 blogs and saw roughly 650,000 unique visitors in October. It converts 10 percent of product clicks to purchases.

SkinnyScoop also announced today that it had raised just under $1 million in angel funding from investors including Melinda Rogers.

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