The Importance of Visual Search for Online Shoppers

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By Published On: September 24, 20190 Comments

Social media marketing has gone one step further with the introduction of Pinterest's new 'Get the Look' ads.

In an effort to make online retailers have access to its customers more effectively, the social media platform is rolling out catalogues and shopping ads.

The new features will be trialled throughout France, Germany and Spain, and allows retailers to upload their entire catalogues to the site and turn their products into shoppable Product Pins.

Moreover, Pinterest is partnering with retailers such as Leroy Merlin, ManoMano and Maisons du Monde, who have already implemented the feature to its website. This aims to drive traffic and increase overall sales via the social media platform.

“Pinterest has already enabled us to inspire consumers across Europe to consider Leroy Merlin for home ideas. Because of the open mindset of the audience on Pinterest who are looking for ideas of what to try and buy next, we were eager to explore more shopping features to help customers take their home projects from inspiration to action. So far, Pinterest’s shopping features have increased traffic to our site, leading to more engagement and potential purchases,” explained Tatiana Okutina, the Head of Communications and Home Improvement Project at Pinterest.

This is one of many new shoppable tools that Pinterest has unveiled for its users and retailers alike. In June, the platform released its first ‘Smart Recommendations’ application, named Complete the Look, where users can find further inspiration for the items they’re thinking about purchasing.

Pinterest often acts as a springboard for shoppers, who find inspiration and create mood boards for later purchases. With a further push into the personalisation trend, Pinterest sees the future of online shopping with a focus on discovery and personalisation.

The shoppable Shop the Look ads will also be available in the United States in a new collection format for mobile. M-Commerce is rapidly growing as a market for online shoppers, and this takes the trend to a whole new level. The shoppable ads are a new ‘way for retailers to feature multiple products within a single ad unit where Pinners can discover products and click to checkout on the brand’s site’, said a spokesperson for Pinterest.

What are the Benefits?

Pinterest isn’t just an excellent tool for users; it’s also an easy way for retailers to drive new products to potential and loyal customers alike. The Shop the Look ads allow businesses to feature multiple products within a single ad unit – Pinners are then able to discover products and click through to checkout via the brand’s site.

‘A dedicated Shop tab enables people to shop items directly from the profile and drive traffic directly to the retailer’s site. Businesses can also customise their profile cover with video or images to more effectively highlight their brand,’ explained the platform’s spokesperson.

According to a study by CSapce, 80 per cent of Pinners begins their shopping journey with a visual search, whereas 58 per cent of those who aren’t Pinners do not. Moreover, 61 per cent of online consumers uses visual search to ‘elevate’ their experience while in-store browsing.

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About the Author: Power Retail

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