Finding new customers is hard—but it’s also critical for growth. 67% of marketing executives plan to improve their new customer acquisition metrics in the next 12 months. To get there, they’ll need to invest in the touchpoints that most significantly impact people’s decisions in the path to purchase.
For Wayfair, the largest online retailer of home furnishing and decor, that means running evergreen acquisition campaigns on Pinterest. People use Pinterest throughout the shopping process to find new possibilities, refine their purchase criteria and make a decision. That helps retailers like Wayfair reach the same person every step of the way, turning potential shoppers into loyal customers.
“We know that people are coming to Pinterest everyday to find home decor ideas,” said Jess Jacobs, Director of Marketing at Wayfair. “We want Wayfair to be the brand they discover, no matter what category they’re exploring.”
Pinner behaviors make Pinterest especially effective for acquisition goals. 97% of the top searches on Pinterest are unbranded—leaving a lot of room for brands to enter the conversation. Brands can get into people’s consideration sets early, when they’re open to something new. And ultimately, that drives growth. “We run evergreen media on Pinterest to ensure that we can capture user intent for our products, right as it strikes,” said Jacobs. “By doing so, we are able to find customers with a high lifetime value and drive incremental sales from Pinterest.”
Wayfair isn’t the only retail brand getting meaningful results on Pinterest. In an Oracle DLX study, 9 out of 10 campaigns showed incremental sales lift, with new customers showing 10x the sales lift of existing customers.
—Amy Vener, saving to Staircase
1. AMA and Deloitte, The CMO Survey, 2016 2. Pinterest analysis, 2016