John Lewis-turns to Pinterest as it reassesses how it sells

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John Lewis & Partners is launching a co-branded Christmas trends campaign on Pinterest as the retailer explores new ways to reach the market.

Combining insights on festive ideas that Pinterest users have been searching for on the platform this year with John Lewis’s top categories for Christmas, the campaign is focused on baubles and festive table settings, which have both seen significant increases in searches on Pinterest year on year (61% and 180-times, respectively). 

These two themes will appear across a total of 10 carousel ads on Pinterest, allowing John Lewis to inspire customers with a variety of shoppable ideas. Within ‘baubles’, Pinterest users have been searching for a wide range of specific ideas including feathers, felt, pink and gold – so the carousel ad format is the ideal opportunity for John Lewis to showcase its vast product range.

Each Pin will feature Pinterest’s Trend Badge icon, which will be exclusive to the retailer for those categories in the UK.

Pinterest’s Trend Badge is the platform’s latest insights-driven ad solution that enables brands to tap into the top themes and ideas that Pinterest users are searching for during key seasonal moments. Advertisers now have the opportunity to own a particular trend on Pinterest and be the only brand to have the Trend Badge on Pins for the idea in that country. 

Milka Kramer, UK and Ireland Country Manager at Pinterest, comments: “John Lewis & Partners plays a role in so many households during the festive season, with all of us eagerly awaiting the annual TV ad, so we’re delighted that it is the first UK retailer to benefit from the Trend Badge. Because people come to Pinterest to save ideas and plan for the future, we’re able to identify key seasonal trends in advance, and share this with brands. Trend Badges are an easy way for brands like John Lewis to inspire Pinterest users with the very ideas they are searching for with relevant, of-the-moment content.” 

Each month, more than 400 million people around the world come to Pinterest to make inspired purchasing decisions for their everyday life. 

This week John Lewis & Partners announced that it was calling a halt to its international expansion strategy and will stop accepting orders for international delivery next week.

The department store, ranked Elite in RXUK Top500 research, first started selling abroad online almost 10 years ago, launching at first to 11 European countries before adding destinations beyond Europe.

This foray into Pinterest with something safe and season fires the starting gun on the retailer looking to new online ways to grow its market and reach new customers in new ways.

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