Speaking at retail tech event DX3 in Canada, Pinterest’s head of marketing communications and industry relations, Eric Edge, detailed the platform’s three new visual discovery tools.
- Offline-to-Digital Discovery: Beta feature Lens integrates users’ real-world inspiration with their Pinterest collections. Pinterest app users point their smartphone camera at an item, and the image-recognition tech surfaces relevant Pins. It’s currently best suited for home décor and apparel (to find styling ideas) and food (to see recipes using the pictured ingredient). While the Pins aren’t necessarily shoppable and brands can’t as yet determine how close to the surface their content rises, it does make the imagery feel more meaningful and relevant to consumers – making Pinterest a key space for brands.
“The retailer challenge is not only to get their brand discovered but how to surface the right products at the right time,” said Edge.
- Adding Relevancy to Feeds: Further personalising the Pinterest experience, the Instant Ideas feature lets users tap a circle on a Pin to summon images from related themes – instantly reshaping the feed around these topics.
- Path to Purchase – from Inspiration to Action: “When people discover you, how do you move them from inspiration to action in the shortest time possible?” Edge asked, spotlighting Pinterest’s keenest assault on immediate buying, Shop the Look. A blue dot signals which items in Pinned images can be purchased within Pinterest. Early adopters include US housewares brand CB2, Macy’s, Neiman Marcus and Target.
See also Monetising Social Media, 2016, Burberry’s Customised Pinterest Beauty Boards and Harness the Hunt: New Search Strategies.