Searches for at-home beauty products such as press-on nails rose 30% in April from February as many nail salons remained closed during lockdowns. Several product categories have seen a notable increase in searches in the past few months, making them ripe for discovery among homebound consumers during the coronavirus pandemic. The new shopping feature in Lens may help marketers lead Pinterest users on the path from product discovery to final sale in fewer steps. Eighty-three percent of Pinterest users have bought products based on brands they saw on its platform, according to a study cited the company. Pinterest's new Shop tab in its Lens visual search tool gives mobile marketers a way to showcase their products in Product Pins when consumers are most ready to buy. About half of Lens searches are in the fashion and home decorating categories, including prints and artwork, shirts and tops, dresses, shoes, jackets, vases, mirrors, rugs, plants and throw pillows, per Pinterest.Product Pins point directly to the online checkout pages of retailers. ![]() They also can upload an existing photo to Pinterest to match items available for sale in Product Pins, as the company calls shoppable posts. To use the feature, shoppers need to click on the camera icon in Pinterest's search bar to identify products they see in their immediate surroundings.The Shop tab appears above a feed of shoppable posts of matching in-stock products at retailer websites, per an announcement. Pinterest is letting people shop for products they find with Lens, a visual search tool that uses image-recognition technology to identify objects with a smartphone camera.
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