Rich (pin) rewards: how brands and etailers can profit from Pinterest’s new ecommerce features

The people at Pinterest have put together three new ‘rich’ pins, which are designed to give pinners more information and greater flexibility when using the social scrapbooking site – offering some great opportunities for e-commerce marketers. In our previous blog post about the site we pointed out the ways that ecommerce brands can use Pinterest to drive sales and traffic, now we’ll look at how the enhanced functionality is opening up even more opportunities to engage and convert consumers.

Product pins

An easy win for etailers, the new product pins allow you to add information such as pricing, availability and stockists, so your fans can find out where to buy your product and how much it’ll cost them. One other clever feature is the way these pins will update automatically, based on content on the merchant’s website. Price changes, out-of-stock info and changes in description on your site will all be fed through to Pinterest every 24 hours. Etsy, Modcloth and Nordstrom are all embracing the new product pins.

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Recipe pins

If users aren’t browsing Pinterest for something to add to their home/wardrobe, they’re probably hunting for something delicious to eat; in fact 10% of pins on the site are food-related. Clearly attuned to the way that people are using their site, Pinterest has added functionality for recipe pins, so now those delicious visual treats can become very real, dishes that are digestible IRL. For brands this is a great opportunity to share something new with their fans and drive sales in the process. Whole Foods has embraced the recipe pin and created dishes featuring the types of ingredient you might commonly find on their luxurious, ethical shelves. Harpoon-caught swordfish sandwich anyone?

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Movie pins

Despite having fewer obvious applications for brands, movie pins are still an interesting addition to Pinterest’s content mix. These pins carry information about the films they represent, including user ratings, directors and cast members. Entertainment services like Netflix and Flixster have started using movie pins to power discovery, helping their followers to find films and shows similar to the ones they love already. Film review sites like Rotten Tomatoes and IMDB are also using movie pins to drive traffic. We’re looking forward to seeing how this feature expands to other media like games, music and books – and seeing how entertainment giants and content brands use them to their advantage.

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With only 30% of brand engagement on the site occurring on brand-created pins it’s clear that Pinterest is still being dominated by consumer activity – rich pins are the first signs of the social network opening up more to the efforts of brand marketers to join the conversation.

Further reading:

From the Pinterest blog.

Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

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