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Home Depot Pins Marketing Hopes on Pinterest
By: Adweek
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Home improvement retailer Home Depot and visual network Pinterest have partnered to expand Pinterest’s visual discovery feature—Shop the Look, with more than 100,000 shoppable products—to capitalize on consumer search behavior on the platform and overcome search engine shortcomings.

To shop a pin, users tap the white circle on a product to see similar, shoppable items, including vanities, faucets, lighting, textiles and décor.

“In the past, a user would go to Pinterest, find a room scene they liked and see an item—they really liked the table, but now what?” said Melanie Babcock, senior director of agile marketing and social media at Home Depot. “In order to find that table, they would have to go to another website and make a search describing that table. On Pinterest with Shop the Look, they’re taking all that extra work out. Customers can roll over hot spots and see an assortment of tables; hopefully, an exact match and others like it appear in the customer experience.”

A Pinterest rep said these pins have also seen a higher engagement rate than standard pins with users clicking through twice as much, but he declined to provide specifics.

Home Depot is now working with Pinterest to identify products in pins—whether they’re from Home Depot or not—“to help that customer experience go from inspiration to discovery to sale in one experience,” Babcock added.

Pinterest debuted Shop the Look in February 2017; the feature combines computer vision and human curation to make recommendations. At the time, Pinterest said visual search was one of its most-used features, with hundreds of millions of searches every month.

Since then, a rep said Pinterest has established partnerships with Curalate, Olapic and ShopStyle Collective to enable U.S. users to shop from brands like CB2, Macy’s, Neiman Marcus, Target and Wayfair.

The Internet has trained us to search with text, which works well when you have an idea of what you’re looking for. But search engines aren’t as great for more subjective questions like “What should I wear to work tomorrow?”


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