A retailer’s guide to driving sales on Pinterest

man shopping

We live in a time of seemingly endless options. As consumers face more choices and customer loyalty becomes a thing of the past, retailers have to work harder to generate sales. Some 87% of people now say they shop around.1

One way for your brand to make a sale with today’s increasingly fickle consumers is to reach them early, before they’ve made up their mind about what they want and who they want to buy it from. Pinterest is the ideal place to reach people early as they come to the platform to consider future activities and purchases. 90% of people in a recent study said Pinterest gives them ideas about which products to purchase.2

The Home Depot is one brand that’s been using Pinterest to successfully drive sales. “Pinterest has significantly changed their offerings for retailers like The Home Depot to really drive that full funnel approach with our customers,” said Melanie Babcock, Senior Director of Agile Marketing at The Home Depot.

We recently hosted a webinar called “How The Home Depot Drives Sales on Pinterest” that featured tips from the retailer on how to use Pinterest to generate sales. Below are some of the key takeaways.

Targeting and placement recommendations

Reach people early

People use Pinterest to plan and search for holiday content 2x earlier than on other platforms. Consider launching your ad campaign earlier on Pinterest than other platforms to take advantage of this early planning mindest. For instance, The Home Depot moved their campaign for holiday decor on Pinterest up from November to October and saw increased sales during what was historically a quiet month.

Leverage your customer list

Reach existing customers on Pinterest by uploading customer emails or mobile IDs and matching them anonymously to your customers’ Pinterest profiles. Customer targeting helps you reach people likely to buy again, and engagement targeting allows you to encourage people who’ve already engaged with your content to take action.

Creative recommendations

Optimize for mobile

80% of Pinners use the mobile app.3 Tailor your font size to phone rendering to make sure your fonts are legible on small screens and design for a vertical aspect ratio. Ideal dimensions are 600 pixels x 900 pixels.

Seek to inspire

Develop holiday creative for Pinterest designed for all the people who come to Pinterest seeking inspiration. Use images that stand out and say something about what your brand has to offer.

Make your brand a resource

Some 72% of people come to Pinterest for tips on everyday life—so you can promote your brand’s products using informational creative that provides helpful recommendations.4 For instance, The Home Depot’s Promoted Pin for a tankless heater asked the question “Why go tankless?” and included four reasons consumers should consider buying the product

Measurement recommendations

Measure the right objectives

Sales come come from a variety of marketing activities, including building awareness, driving acquisition and  increasing retention. Make sure your results are tying back to your business objectives so that you’re gauging the true effectiveness of your advertising. Check out our measurement solutions.

Embrace earned media

Because people will save your Promoted Pins to their personal boards, your reach will go further than what you pay for. You’ll likely see earned media as other Pinners stumble on content from your campaigns.  

Look for incremental sales

Incremental sales clue you into whether you’re finding new or lapsed customers, or whether existing customers are starting to buy more items or shop more frequently. Our third party sales lift measurement partners can help you assess incremental sales for both online and offline channels.

Want more tips? Check out our three other webinars designed to help retailers develop best-in-class Pinterest campaigns that meet your awareness, acquisition and retention goals.

 

Amy Vener, saving to kitchen inspirations

 

1McKinsey, McKinsey Quarterly, Feb 2017

2Gfk, Pinterest in the path to purchase, Dec 2017

3Pinterest, US annual analysis, 2016

4Pinterest, internal analysis, Mar 2017