A sign of things to come, Pinterest is expanding its reach in the e-commerce sector by introducing new tools using augmented reality.
Over the past year, there has been a 32% increase in the number of Pinners interacting with shopping surfaces on Pinterest, leading the company to promote new initiatives.
The company’s new “Try On for Home Decor” platform is intended to give consumers a new way to virtually view items from multiple brands in their actual home. In conjunction, this will also allow them to shop with inspiration through catalogs and get recommendations from their retailers.
“Try on” is enabled when browsing home decor products in the Pinterest iOS or Android app. Three dots will appear in the top right corner of “Try On” and allow for a variety of menu options and mobile tokens to allow customers to adjust items to their space.
Starting initially with “Try On Lipstick” in 2020, Pinterest has slowly branched out into the augmented reality space, providing more opportunities for retailers through AR/VR technology innovations.
With the metaverse rapidly expanding, retailers and consumers alike need to keep pace to improve customer engagement, and the “Try On” series has proven effective for Pinterest. The company’s research suggests that Pinners are 5x more likely to buy from Try On-enabled Pins than standard Pins.
Retailers like Crate & Barrel, CB2, Target, Walmart, West Elm and Wayfair are just a few of the businesses that are part of the interior design initiative. Pinterest hopes to expand its operations to include more, especially internationally.
“Since the start of the pandemic, we’ve seen more digitally savvy shoppers than ever before, as millions now expect virtual and mobile options to try before you buy, see personalized recommendations and gather information as part of their decision-making process,” says Pinterest SVP of Engineering Jeremy King.
“These behaviors happen every day on Pinterest, which is why we continue to advance technologies like AR Try On and make Pinterest a full-funnel shopping destination that takes people from inspiration to inspiration. ‘buy anywhere in the app.’
The new technology is heavily marketed for mobile, with Collison’s Foresights Factory research finding that mobile is already the preferred channel for 34% of global consumers. Additionally, 46% of shoppers also said they would never go shopping without using their mobile, with this figure rising to 50% in the Gen Z and Millennials category.
CB2 SVP Marketing Samie Barr says the operational rollout has allowed SB2 to open new doors to retail and thinks it’s a great tool for retailers and social media companies.
“Pinterest’s Try On For Home Decor can play an important role in making this journey as seamless as possible by bridging the gap between virtual commerce and reality,” Barr said.
Try On For Home Decor is currently rolling out in the US on iOS and Android apps and will be available globally in the future.