We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 29 Nov 2017

Cath Kidston Capitalises on Pinterest’s Lens Tool

Cath Kidston

British lifestyle brand Cath Kidston’s collaboration with Pinterest leverages the latter’s visual discovery tool Lens. This uses image-recognition tech to directly match whatever a user points their smartphone at to on-site ‘Pins’.

As the first UK brand to use Lens, the move – which connects the brand’s physical spaces to its social presence – exemplifies the type of dual-platform engagement discussed in Social Media to Store.

Promoting the new Colour by Cath Kidston bag collection, Colour QR codes are found on in-store swing tags. Visitors simply hover their phone cameras over the code using the Lens icon in Pinterest’s app (no need to download a separate QR code reader) for redirection to a Pinterest board per bag. These feature styling suggestions and details on the design inspiration behind the entire range.

Adding a link to retail, the board Pins are linked back to CathKidston.com. Adding ‘Buyable Pins’, which allow Pinterest users to purchase directly from within the platform via a ‘Buy It’ button, would take this to the next level (see The Social Sell: Pinterest Reveals Buyable Pins).

Pinterest has become a valuable honeypot for brands, with 175 million global users and revenues projected to reach $500m in 2017 (up from $300m in 2016). Notably, 75% of Pins saved come from businesses rather than users’ own photo libraries, highlighting the appetite among consumers to draw inspiration – and buy – directly from brands.

See also Retail-Relevant Pinterest UpdatesMonetising Social Media, 2016 and Solving Retail’s Search Conundrums.