Pinterest Inc. aims to link online and offline shopping with a number of new products and updates it rolled out today.
The social network today launched a new tool, called Pincodes, that enables a consumer to scan a retailer’s custom code to link to a merchant’s Pinterest board or profile. Retailers such as Nordstrom Inc., No. 17 in the Internet Retailer 2017 Top 500, and the Home Depot Inc. (No. 8) can place the codes anywhere, including in-store displays, on packaging, in marketing materials or ads. For instance, Nordstrom could feature a Pincode on a shelf in its stores to help direct a shopper browsing its shoe selection to access its broader selection online.
Starting today, any business can create a Pincode and Pinterest users can scan Pincodes with the camera in their Pinterest app.
The social network also is bolstering “Shop the Look,” a tool that enables Pinterest users to identify, shop and buy products within fashion and home pins, as well as two other visual search tools.
Pinterest has rolled out an application program interface (API) that will distribute the “shoppable looks” that ShopStyle Collective’s more than 14,000 influencers create to Pinterest as soon they’re posted to ShopStyle. Pinterest says the API to immediately add more than 5 million new shoppable products across 25,000 brands to Shop the Look on Pinterest.
Shop the Look is driving significant results, Pinterest says, noting that since the tool rolled out in February users have engaged with Shop the Look pins at twice the rate of other pins.
“We’re providing a seamless way for influencers to reach new audiences with their shoppable looks as soon as they’re created, as well as making it easier for pinners to shop the latest trends from their favorite influencers,” says Alison Stiefel, vice president of marketing at ShopStyle.
Pinterest today also rolled out:
- Lens your Look, a tool that lets a consumer snap a photo of an item in her closet and add it to her search to see styles that work with the items she already owns. Lens your Look is rolling out today in English to pinners on iPhone and Android devices.
- Responsive visual search, which enables a user to pinch to zoom on any object in a pin to automatically start a visual search.
- Visual search for Firefox, which expands the visual search tool that the social network already rolled out in its Chrome extension to Firefox.