49% of surveyed Pinterest users develop better brand relationships via visual search.
Pinterest has upgraded its Lens capabilities to identify over 2.5 billion fashion and home products by adding them to the visual search results of Shoppable Pins. Users can point to a specific object to view shoppable Product Pins that display its price and redirect it to the checkout on the retailer’s site.
With this feature, users can save photos from their Lens searches, which Pinterest will use to make further product recommendations. Through this visual search technology, the company provides more exposure to branded Pins.
It also trims the customer journey by linking product discovery to purchase. Kieley Taylor, global head of social at GroupM says that brands can benefit from Pinterest’s visual search as it allows wider discovery and drives “meaningful consumer engagements online and off”.
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