Rick Gomez, Target EVP & CMO – We were able to use the data and insights for merchandising. In the Pin 100 (Pinterest’s annual top ideas to try) for example, we noticed flamingos were being “pinned” a lot. We put flamingo merchandise at the (store) entrance, and it sold out.
Brand search is an open field that a store like Target, which carries so many options, should take advantage of.
Tim Kendall, Pinterest President – Where Pinterest brings to the table “pins” or essentially “human curation” of say, an image of a chair, people using that chair – for us that has marketing implications about how we advertise that item.
Pinterest data shows that that among people who are starting to plan (a project, like a baby nursery), 97% of queries don’t have a brand. People are looking for something but don’t know who they want it from. That’s where you (Target) want to be.
How do we shorten the distance between inspiration and purchase? We’ve seen in some of our data, testing with other retailers that when Pinterest is part of the flow, that distance collapses, by around 40%.