See how brands are leveraging Pinterest to drive online and in store traffic

1. Pinterest
An Inspired Path to Purchase
June 22, 2017

2. Pinterest
is a planning tool
2

3. 3
Itshowspeople
possibilitiesto
designtheirlives

4. 4
Personalized for you
100b
ideas

5. People are in
discovery
mode,
in feed and
in search
Home feed Search
5

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. 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
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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. Brands can reach
people on Pinterest
when they’re just
starting to shop --
before they’ve
narrowed their
brand or product
choices
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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. 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. 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. That inspires people to explore
more ideas and find the perfect fit
Level of
interest
Inspire Discover Evaluate Act
Informedshopping
Inspired
shopping

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. 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. Source: Oracle Data Cloud DLX ROI Research for CPG, April 2016
5xmore in-store sales
than industry
average
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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. 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
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18. Thankyou!
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