How Retailers Can Use Pinterest Shops to Drive Sales

    January 26 2021  |  Inspiration , Pinterest Planner , Marketing

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    Gone are the days of window shopping at the mall. Now more than ever, people are meeting all of their shopping needs online. This means retailers have to get creative when it comes to creating an inspiring virtual shopping experience for their customers. 

    Pinterest is already ahead of the game with its new Shop tab feature – putting their retailers first by giving them the option to create a digital storefront on their profile page. 

    The merchant storefront profile & discovery is helping brands get discovered while inspiring shoppers to get engaged. So if you have an online shop, there is no reason for you not to be using this amazing feature to help drive sales.

    Today we’re breaking down how retailers can use the Shops feature to increase brand sales on Pinterest. 

    How to Set up the Pinterest Shops Tab

    First things first, you must have a business account to use Pinterest Shops. This is super easy to update by going into your Pinterest account settings, scrolling all the way down, and checking the business profile box. 

    The next step is to make sure that your website is linked and claimed. You will then add an HTML code to your website so that Pinterest can verify that you own it.

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    Before you can set up your feed you have to create a data source. This is a file that contains a list of your products and their corresponding attributes. You can do this through Pinterest catalogs

    This will enable the shop tab feature and populate the products you have in stock. From here, you can organize your products by category and feature up to 8 product groups. Pinterest will also curate recommendations for your customers based on their interests. 

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    The Benefits of Pinterest Shops

    Get More Discoverability 

    Another reason to merge your shop with Pinterest: Your products will be prioritized in search. When Pinterest users search for shopping-related ideas on Pinterest, they’ll see recommended merchants and products based on the category. 

    This gives your brand the opportunity to stand out which opens the door to new customers! Another way to get creative with your Shops is to use product tagging by creating a collections Pin

    Once someone taps on a collections Pin, they’ll see the search icon in the bottom right. When clicked, white dots will appear on the Pin that users can then tap to view and shop those exact products or similar ones. This creates a seamless experience for shoppers to shop from a scene to make that inspiration a reality.

    See Your Customer’s Journey from Pinterest to Purchase

    With new Shops updates, retailers can see how customers are completing their path to purchase all summarized in the visualizations tool. Just head to the Analytics tab, then from there the Conversion Insights reporting page to measure the total impact of your organic Pins–which are not ads–along with your ads on your site traffic and online checkouts. 

    You can even get more in-depth with your analytics by setting an attribution window which will refer to a defined number of days from when a user views, engages with or clicks on your Pin before buying something on your site. You can change the attribution window at any time to show 1-day, 7-day, and 30-day view.

    Most importantly, Pinterest lets you keep an eye on your Pins progress with the Performance Over Time option. Here are the insights you will be looking at:

    • Revenue: Total revenue influenced by your Pins and ads
    • Checkouts: Number of checkouts stemming from your Pins and ads
    • Average order value: Average value of checkouts stemming from your Pins and ads
    • Purchasers: Number of purchasers stemming from interaction with your Pins and ads
    • Page visits: Number of times people visited your website after seeing your content on Pinterest
    • Add to cart: Number of times people added your products to their carts after interacting with your Pins
    • Impressions: Number of times your Pins were on screen
    • Pin clicks: Total number of times people clicked on your Pin to content on or off of Pinterest
    • Saves: Total number of times your Pin was saved
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    The Takeaway

    If you own a small business and haven’t hopped on the Pinterest bandwagon by now, the benefits of Shops should certainly inspire you. 

    Pinterest Shops is a unique way to boost sales, spread brand awareness, and learn more about your customers. It’s also a great way for you to create a more inspiring online shopping experience for your customers, all the while tying in other resourceful content that you save on your Pinterest from your website or blog.  

    If you are just getting familiar with the world of Pinterest and want to know more about the basics and tools that we have to help, head to our Beginner’s Pinterest Guide blog post for the lay of the land and our Pin Planner How-to Guide to get started.