Back in May of this year I attended the first Pinterest Partner Event in NYC. At that time they spoke about a number of topics from the newly launched Pinterest Interest Graph to the launch of new product innovation tied to Rich Pins. Here is the recap of that event.
I recently received word from Pinterest that a new feature would be announced today. The announcement will feature additional functionality tied to Product Rich Pins ahead of the holiday season.
Here is the note I received from the Pinterest Business Team:
To recap, Product Rich Pins create direct connections for retailers with consumers by showcasing active inventory as well as price & source reference directly into the pin. This additional data can take a consumer from simply considering a product to potentially enticing them to purchase based on availability of the product. This in turn can add value for the retailer and create a more direct connection between an item & a retailer.
Example of a Product Rich Pin prior to today’s announcement:
Today’s announcement shows that users will soon be able to receive notifications when the price of one of their product pins drops. This can help those that may look for savings tied to some their favorite pins to trigger a move from consideration to action on the product.
Here is what the experience will look like:
According to Pinterest In just two short months there are already tens of millions of product rich pins now on Pinterest. They state the benefits beyond traditional pins as follows:
- Higher Click-Through rates compared to regular pins
- Better brand visibility since the brand logo is featured on the pin
- More likelihood of appearing in category feeds (like gifts, gardening, men’s fashion, etc.)
- Details – like price changes – update automatically.
Retail & commerce based brands that are considering ways to drive action beyond consideration on the path to purchase should take note and implement Product Rich Pins ahead of the holiday season. Here is how to get started.
Follow Tom Edwards @BlackFin360