Pinterest is a massively useful tool for those who regularly scour the web for things they love, or for those who are stuck for new ideas and don’t know where to find them.
The social media site allows people to make ‘Pins’ of images and articles (or go through the tags and Pin things that other people have added to the site), which they can then add to a board of their choosing. For example, you could pin Pins about how to make a cosy campsite and the perfect campfire snack foods and refer back to the board when you plan an outdoorsy family trip.
But Pinterest’s 70 million+ users aren’t just interested in finding new ideas; they are also seriously interested in shopping too. In a recent survey conducted by Pinterest and Millward Brown Digital, they showed that out of the 2000 active Pinterest users they asked, 87% of them said that they make purchase decisions based on what they look at on the site. This is huge for marketers as it means that Pinterest could be a huge source of sales if harnessed correctly.
Now, Pinterest is making the path from ‘Pin’ to ‘buy’ a whole lot easier to buy introducing buyable pins. Pinterest explains:
“We’re always looking for ways to help you go out and do the creative ideas you Pin—whether that’s figuring out the ingredients for a new dish or installing an app to mix up your workouts. Lots of you have said that you’d like to buy the things you discover on Pinterest, too.”
How buyable pins will work is that when a Pin has a blue price sticker, that means that it’s buyable. Users will be able to sort through these Pins based on their price range and then within the Pin they will be able to look at different colours of that product (when available). Then, they will be able to hit the bright blue ‘Buy it’ button before heading to the checkout and purchasing the product with either Apple Pay or with a credit/debit card.
Currently, just a handful of brands can sell goods via Pinterest’s new buyable Pins feature and this is only available in the United States on iOS for the time being. However, this early test will allow the brands (Macy’s, Nordstrom, and Neiman Marcus are all on board) to figure out how to reach the demand of their Pinterest purchases and how to do so in a timely manner. It may be difficult for some brands to merge their direct orders with those that take place on Pinterest so the delayed rollout to other brands and other territories will help them (and future brand sign-ups) address that.