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Pinterest turns to mobile to drive a new-look festive sales season in the UK

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Pinterest is banking on shoppers that are looking to get a taste of the festive shop windows of yore turning to their phones this peak season, creating a range of new mobile-centric visual search features to drive inspiration and sales on the international marketplace.

When browsing the aisles of a favourite store isn’t possible, shoppers are increasingly turning to Pinterest for inspiration, says the company. The percentage of users who visited places to shop on Pinterest grew more than 50% in the first half of 2020.

However, the marketplace believes that its shopping experience is led by more than searching for a singular product but more about inspiration. As a result it is focussing on making its UX as inspirational as possible.

Life through a Lens

The key feature will be the combining of ads and visual search functionality through Pinterest Lens. As more people use Pinterest to shop and look for ideas and products from brands and retailers, the marketplace is integrating ads into new shopping experiences across Pinterest to deliver relevant content where it’s welcomed by shoppers.

The site is introducing more places to shop for retailers to promote Pins and showcase ads where Pinners tend to shop most. This includes Pinterest Lens, which unlocks the power of visual search by allowing people to find similar results to what they capture through the Pinterest camera and in Pins. 

Shopping with Lens connects real-world, offline inspiration to online ideas that are shoppable on Pinterest, powered by visual search. Pinners can use the Pinterest camera to search their surroundings and find shoppable products as a result.

Retailers have been eager to be able to deliver their catalogue content within these new Pinner experiences. Three of Pinterest’s most highly trafficked and visible places to shop –  Lens, the shop tab in search, and shopping on Pins – now can include ads. 

With new conversion insights in the US, Pinterest Verified Merchants and Shopify users can easily see the impact of both their paid and organic Pinterest content on their site visits and checkouts, making their shopping efforts not just impactful, but also measurable.

They’ll be able to analyse performance, view top converting Pins and turn their best performing organic Pins into ads. In addition, they will be able to track their activity funnel and see how Pinterest audiences converted on the path to purchase— from page visitors, to users who added to cart, to purchasers, says the company. 

In the spotlight

UK shoppers will also be able to get inspiration from Shopping spotlights – expert-selected shoppable content curated with publishers and creators.

The programme is kicking the experience off with publishers including Stylist in the UK, who have curated the best products from UK small businesses as part of the Pinterest x Stylist Shop, as well as creators like The Anna Edit, who has curated her dream product wishlist of minimalist interior design must-haves.

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