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Pinterest has tweaked the popular "follow" button that marketers employ on their e-commerce sites. The social pinning platform aims to make it easier for consumers to follow a brand’s page—no longer requiring them to leave a marketer's website to do so.
ModCloth, Wayfair, Whole Foods and GoPro are testing the feature, which prompts a pop-up window when someone clicks on the follow button. The window pulls in the brand’s latest pinned products, letting consumers get a preview of the company's content without having to click through to follow a brand’s page.