Retail

Home Depot Partners With Pinterest On Shop The Look Tool

Pinterest-IPO-April

Home Depot has partnered with Pinterest to expand Pinterest’s Shop the Look feature.

According to AdWeek, Shop the Look features more than 100,000 products, allowing users to simply tap the white circle on a product to see similar items for sale.

Now, Home Depot is helping Pinterest identify products in pins — whether they’re from the home remodeling chain or not — “to help that customer experience go from inspiration to discovery to sale in one experience,” said Melanie Babcock, senior director of agile marketing and social media at Home Depot.

“In the past, a user would go to Pinterest, find a room scene they liked and see an item — they really liked the table, but now what?” said Babcock. “In order to find that table, they would have to go to another website and make a search describing that table. On Pinterest with Shop the Look, they’re taking all that extra work out. Customers can roll over hot spots and see an assortment of tables. Hopefully, an exact match and others like it appear in the customer experience.”

Launched in 2017, Shop the Look uses computer vision and human curation to make recommendations. Since its debut, Pinterest has partnered with Curalate, Olapic and ShopStyle Collective to enable users in the U.S. to shop from brands like CB2, Macy’s, Neiman Marcus, Target and Wayfair.

Babcock said that Pinterest is “a great place” for Home Depot customers to start home improvement projects “in a safe way.”

“Home Depot has expanded our offering to consumers from traditional do-it-yourself to … the home décor business,” she explained. “For us, our strategy with Pinterest was originally around … an introduction to do-it-yourself projects and has evolved to drive awareness around soft goods.”

Its partnership with Pinterest also includes a video campaign, Built-In Pins, which showcases before, during and after home improvement projects and includes how-to guides and tip sheets for the projects.

“Sometimes, when you’re a big company and have a campaign or message you want to send, you tend to create a creative strategy that is generic across multiple channels,” said Babcock. “In this case, we knew customers [were] going to Pinterest to seek out help around home décor and redoing rooms, and we wanted to build a strategy for the actual pins.”

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