Pinterest offers a handful of brands special gift discovery tools to help them in their holiday strategies on the platform. Macy's, Lowe's and Kohl's have all launched Pinterest "Gift Globes" and the company has partnered with Etsy to develop the "Etsy Gift Guide" – all tools designed to deliver a personalized shopping experience.
Gift Globes for Retailers. Pinterest collaborated with Macy's, Lowe's and Kohl's to design a special tool for finding gifts that allows users to find gift ideas. Users enter who they are looking for and gift globes provide a personalized list of retailer gift options based on criteria.
Macy's Pinterest gift globe is looking for interest:
To present more gift ideas, users can shake their phone on the mobile version of the application and the gift globe will display new product options. By clicking the "Buy Now" button shown underneath the product, a purchase page will open in Pinterest.
To promote the gift globes, each of the three brands used Pinterest sponsored videos with maximum width or sponsored pins to entice more users to access their personalized gift globe platform.
The Etsy Partnership. Pinterest also designed an " Etsy Gift Finder " to help Pinterest users find items from the hand-centered market. Similar to the Gift Globe, the Etsy Tool allows customers to complete a virtual gift tag that helps limit the type of gift they're looking for.
The virtual gift tag leads to an Etsy custom product page where users can buy items directly on the market.
Like Macy's, Kohl's and Lowe's, Etsy uses sponsored videos and sponsored maximum width pins featuring the gift detector to attract more Pinterest users to the platform.
Why this is important. Jacqueline Ball, principal creative director and digital strategist of digital marketing agency Sozoe Creative, explains that Pinterest is underestimated for retail marketers.
"Between his recent partnership with Etsy to develop The Etsy Gift Finder and major retailers Kohl's, Lowe's and Macy's to create Gift Globes, Pinterest is expected to dominate the Christmas shopping season. Traditionally, Pinterest is one of the most underrated social media platforms for marketers, and these partnerships reflect the fact that some brands have cracked this secret, "says Sozoe Creative's chief digital strategist.
Ball said that in the past three years, Pinterest was the most powerful platform for managing a keyword-based strategy for its customers. "It happens that results reaching 400 to 500% of advertising expenditure (ROAS) each month," said Ball. "In addition, the media potential gained by Pinterest offers a significant benefit to the platform, since each" pin "received by a pin receives 11 additional profiles that see that content."
In a survey conducted by Toluna among Pinterest users, 87% of participants said Pinterest helped them find the right products for last season's holiday. Pinterest's partnerships with these brands help deliver more personalized shopping experiences to holiday buyers.
About the author
Amy Gesenhues is Third Door Media's general assignment reporter. It covers the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.