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Pinterest
An Inspired Path to Purchase
June 22, 2017
Pinterest
is a planning tool
2
3
Itshowspeople
possibilitiesto
designtheirlives
4
Personalized for you
100b
ideas
People are in
discovery
mode,
in feed and
in search
Home feed Search
5
Understandthe role of inspirationand
informationacross the path to purchase
Map Pinterest’s role in the path to
purchase, ...
Qualitative research
30 in-depth interviews with Pinners
and non-Pinners
People who shop for food and beverage,
home decor...
Index for inspirational attributes >120
Index for rational attributes >120
Index 80-119
Inspiration
Ideas
A complete look
...
Brands can reach
people on Pinterest
when they’re just
starting to shop --
before they’ve
narrowed their
brand or product
...
37%
40%
People need a mix of
inspiration and information
to make decisions
40%
14%
Looked at Pinterest
or competitors
for ...
Inspiration plays a
bigger role for people
who use Pinterest
11Base: Total Respondents in purchase module
Q.62 What was th...
Reason Pinners Non-Pinners
I am always seeking to discover new items 32% 29%
I was inspired by something new 31% 24%
I wan...
That inspires people to explore
more ideas and find the perfect fit
Level of
interest
Inspire Discover Evaluate Act
Inform...
14
Source: “Pinterest’s Consumer Journey” by Deep Focus, Dec 2016
(N=2,627 US Adults 18+, Food & Bev, Home, Apparel catego...
confidentialconfidential
Many retailers are
starting to see the impact
15Source: Access study, 2016
13%
15%
18%
19%
19%
20...
Source: Oracle Data Cloud DLX ROI Research for CPG, April 2016
5xmore in-store sales
than industry
average
16
Pinterest ca...
01 Pinterest leads to inspired
shopping:it connects productsto
larger possibilities in people’slives
so they make confiden...
Thankyou!
18
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Pinterest Path to Purchase - Social Media Masters Summit

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Pinterest Path to Purchase - Social Media Masters Summit

  1. 1. Pinterest An Inspired Path to Purchase June 22, 2017
  2. 2. Pinterest is a planning tool 2
  3. 3. 3 Itshowspeople possibilitiesto designtheirlives
  4. 4. 4 Personalized for you 100b ideas
  5. 5. People are in discovery mode, in feed and in search Home feed Search 5
  6. 6. Understandthe role of inspirationand informationacross the path to purchase Map Pinterest’s role in the path to purchase, relative to competitors Define Pinners’needs as they move throughthe path to purchase 6 Ourresearch objectives
  7. 7. Qualitative research 30 in-depth interviews with Pinners and non-Pinners People who shop for food and beverage, home decor or style Quantitative research Online survey conducted by Deep Focus’ Intelligence Group 7,929 respondents ages 18-45 People who provide input on purchase decisions for their household and meet one of these criteria: • Shopped food and beverages in the past week • Shopped home decor in the past three months • Shopped style in the past three months Whatwedid 7
  8. 8. Index for inspirational attributes >120 Index for rational attributes >120 Index 80-119 Inspiration Ideas A complete look Visual context Discovering new things Personalization Convenience Confidence Information Organization Pinterest Amazon Facebook Google Instagram How people use these platforms in their path to purchase They use Pinterest to define their tastes and find what’s right for them 8 Base: total respondents Q55: Which needs is each source helping fulfill for you? Key
  9. 9. Brands can reach people on Pinterest when they’re just starting to shop -- before they’ve narrowed their brand or product choices 9
  10. 10. 37% 40% People need a mix of inspiration and information to make decisions 40% 14% Looked at Pinterest or competitors for inspiration Used price comparison tools, a search engine or an online-only retailer What people do when they start shopping Base: Total Respondents Q32. Which of the following did you do after you decided to start shopping in [CATEGORY]? Please select all that apply. Significant at the 95/90% confidence level 10 Pinners Non-Pinners Key
  11. 11. Inspiration plays a bigger role for people who use Pinterest 11Base: Total Respondents in purchase module Q.62 What was the most meaningful influence in purchasing the product you ended up purchasing? Please select one. Base: 1118 Pinners, 1512 Non-Pinners, Significant at the 95/90% confidence level 72% 25% 60% 35% What influences purchase decisions? Inspiration InformationPinners Non-Pinners Key
  12. 12. Reason Pinners Non-Pinners I am always seeking to discover new items 32% 29% I was inspired by something new 31% 24% I wanted something new to mix it up 30% 27% To achieve an idea I've been thinking about 29% 19% I needed to replace something and wanted a routine purchase 26% 29% I wanted to upgrade something I already have 25% 24% I am developing a passion or interest 24% 17% I was shopping for something and came across something unrelated 23% 20% I have a passion that I needed supplies for 23% 16% I discovered a new way to use an every day item 19% 12% It was a distraction 14% 10% Pinners are also more likelyto shop for fun, rather than needs 12Base: Total Respondents Q31. Which of the following inspired you to shop for [CATEGORY] this most recent time? Please select all that apply. = significant at the 95% confidence level What triggered your most recent shopping occasion?
  13. 13. That inspires people to explore more ideas and find the perfect fit Level of interest Inspire Discover Evaluate Act Informedshopping Inspired shopping
  14. 14. 14 Source: “Pinterest’s Consumer Journey” by Deep Focus, Dec 2016 (N=2,627 US Adults 18+, Food & Bev, Home, Apparel categories, commissioned by Pinterest) +20% more likely to purchase more products than originally intended +67% more likely to recommended a purchased product to a friend +15% more likely to shop across new categories Pinterest usage drives high value customers People who shop on Pinterest vs. people who shop other digital platforms are +18% more likely to spend more than originally planned
  15. 15. confidentialconfidential Many retailers are starting to see the impact 15Source: Access study, 2016 13% 15% 18% 19% 19% 20% 21% 22% 22% 22% 22% 23% 23% 27% 28% 32% 37% 47% 51%Amazon Walmart Target Home Depot Lowe's eBay Ikea Walgreens J.C. Penney Best Buy Homegoods Old Navy Macy's Toys R Us TJ Maxx Marshalls Ulta Gap Banana Republic Has Pinterest inspired you to make a purchase at any of these retailers in the past 6 months, either in-store or online?
  16. 16. Source: Oracle Data Cloud DLX ROI Research for CPG, April 2016 5xmore in-store sales than industry average 16 Pinterest campaigns were nearly 3x more likely to reach existing brand buyers compared to the typical DLX ROI campaign 3xbrand buyer reach 70% of incremental sales are from new buyers Pinterest Ad Offering Drives Sales
  17. 17. 01 Pinterest leads to inspired shopping:it connects productsto larger possibilities in people’slives so they make confidentdecisions 02 Pinners are more likely to shop because somethingsparks their interest; non-Pinners are more likelyto shop based on needs 03 Reaching inspiredshoppers is an opportunityfor brands to winincremental growth 04 Inspiredshoppingcreates better customers, because they’re open to possibilitiesand try new things Key takeaways 17
  18. 18. Thankyou! 18

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