The Pinterest boards for Eggshells Kitchen Company, “the kitchen store for foodies in Little Rock, Arkansas”, led me to their excellent store blog.  My favorite “blog-shell” is the one shown on the right entitled Top Six Wedding Gifts.

What do I like about it? For starters, it is mostly crisp, colorful photographs — which ties into today’s emphasis on graphics in social media such as Instagram, Facebook and Pinterest.  Customers don’t have to read through a lot of copy to find out which items Eggshells is recommending.

The second great thing about this particular posting is its “top ten list” style.  Customers can’t get enough of this simple, easy-to-skim format.  And it doesn’t take as long to create as many other types of blog posts.  Another idea would be an entry of each employee’s favorite items. (We did this as a window display once at Orange Tree Imports, and I still remember my favorite 1” square of dark chocolate lovingly framed so that it could be included.)

A few other things that Eggshells does right in this post:

1)the images are tagged with a Pin It button

2)they pinned the blog itself on Pinterest so that it can be easily shared

3)there are hyperlinks on each item leading to more information on their web site, as well as related items — and these links open in a new window rather than taking the viewer away from the blog page

4)readers are asked a question (“What is the best gift you’ve ever received?” that invites interaction

5)there is a link to a special event the store is participating in

6)there is a friendly offer of more help and ideas to customers who call or stop in

Another personable blog post offers a free fudge recipe that is not tied to the purchase of a product.  A third talks about a charity the store is involved in.  Both of these blogs help create an image of the store as a business that customers want to patronize, rather than just a corporate or chain entity.

Bravo to Eggshells Kitchen Company for creating a blog that is a great example of what a store blog can be!

Happy Retailing,

Carol “Orange” Schroeder