food & beverage · food & beverage pinners are seeking inspiration & full of intent 70m...
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Pinners are ‘finding / shopping for products’ vs. other ‘social’ platforms1
Source: 1. eMarketer, Social Commerce 2019, June 2019, 2. GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018, 3. Comscore, May 2019, 4. GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018
© 2019 Pinterest All Rights Reserved. All materials, including all images, are copyrighted by Pinterest and/or its licensors and may not be further reproduced, in whole or in part, in any form or by any means without the express prior written permission of Pinterest. Pinterest are trademarks or registered trademarks of Pinterest. All other trademarks are the property of their respective owners. No endorsements are implied or should be inferred. Stats quoted are accurate as of printing. Subject to change.
People come to Pinterest to be inspired by brands. Contextually relevant content drives Pinners to take action on branded content they see on Pinterest. Driving from inspiration to action will drive brand growth and love.
Pinterest has developed partnerships across retail media, digital incentive, eCommerce and in-store solution providers.
With this new solution suite, brand, shopper and eCommerce teams can reach consumers when they are in a shopping mindset that will drive online and offline brand sales.
Shopping mindset
83% of Pinners have made a purchase based on content they see on Pinterest
Facebook 15%
Pinterest 47%
Instagram 11%
Twitter 7%
Snapchat 5%
Pinners take action based on inspiration from brands on Pinterest
Audience
Food & Beverage Pinners are seeking inspiration & full of intent
70m Monthly active engaged in food & beverage
77% US primary grocery shoppers W25-54
+14b Pinners HH spend +5% more on groceries annually; a $14b opportunity
93% discover food & beverage
82% considering food & beverage but are undecided on which brand
59% use Pinterest while in-store shopping for food & beverage
Food & Beverage eCommerce solutions
Basketful simplifies grocery shopping through intelligent, inventory aware solutions that bridge the gap between inspiration to buying in a single step from anywhere, on any device, at any time.
Sample of retailers with carting capabilities include: - Walmart Online Grocery Pickup (grocery.walmart.com) - Instacart (most grocery retailers) - Peapod. (home delivery)
- Kroger (store pickup) - Target (home delivery via Shipt) - Amazon Fresh (home delivery)
Partnership overview
Brands and shopper teams interested in leveraging the Pinterest-Basketful integration will need to execute two separate IO’s: • Basketful for digital carting page
development • Pinterest for media amplification
Campaign fundamentals: • $50k Pinterest media minimum • Creative review/edit by Pinterest
to ensure strong branding & CTA • Removable pins via CPC driving
to customized carting page • Targeting: Pinterest native
interest / keyword • 3rd party targeting via ODC or
LiveRamp
Reach out to [email protected] to get started
Execution details
Carting options: • Individual SKU/SKUs direct carting • Recipe carting; ‘fixed’ promoted SKU with a/o ingredients variable per retailer
Post-campaign reporting: Pinterest: front-end metrics (Impressions, CTR, CPC) Basketful: CTR to landing page, CTR into shopping cart; Average cart value
CPG: Shopper Marketing Solutions
eCommerce: Digital carting
Brand & shopper teams can make promoted Pins shoppable experiences with Basketful.
Basketful creates a customized digital shelf connecting consumers at 40+ retailers reaching over 90% of the US population.
Promoted Pin
2019 Pinterest All Rights Reserved. All materials, including all images, are copyrighted by Pinterest and/or its licensors and may not be further reproduced, in whole or in part, in any form or by any means without the express prior written permission of Pinterest. Pinterest are trademarks or registered trademarks of Pinterest. All other trademarks are the property of their respective owners. No endorsements are implied or should be inferred. Stats quoted are accurate as of printing. Subject to change.
One-tap load carting page
Select retailer and quantity
Retailer sign-in (to hold cart for
future check-out)
Confirm item(s) in digital cart
Complete checkout or return
to Pinterest
MikMak Attach is a universal product detail page that can connect to any eRetailer. Optimize for Add-to-Cart at your major eRetailers and give the power to choose back to the consumer.
MikMak Studios - Utilize best in class performance-driven creative experts to optimize your existing assets to drive conversion.
Partnership Overview
Over 200 eRetailers available with MikMak Attach
MikMak Attach software license includes: - UNLIMITED access. Unlimited Impressions, SKU’s, and use across paid and organic Pins. - Reporting dashboard to monitor
performance and showcase the value your brand is driving to eRetailers
- Dedicated Customer Success Manager
- Simple Reformatting of Assets
MikMak Studios as optional creative services: - Post-production repurposing of
assets to drive conversion
Reach out to [email protected] to get started
Execution details
To get started: • Contact your brand’s MikMak rep to ensure license is in place with your brand • Kick-off call with key stakeholders • MikMak Attach technology:
- ~2-3 weeks for initial launch SLA - ~2 day turnaround for new Attaches thereafter
• Launch, optimize & scale
Promoted Pin with ‘shop now’ CTA
MikMak allows brands to make all of their digital and social media shoppable at major eRetailers like Amazon, Target, Walmart, Sephora, Ulta and Instacart.
With MikMak, brands can capture retailer preference, improve creative and influencer performance; and build qualified shopper audiences streamlining the path to purchase.
Item placed in cart of selected retailer
MikMak Attach enables product & retailer selection
Loading Pin drives into MikMak shopping
experience
© 2019 Pinterest All Rights Reserved. All materials, including all images, are copyrighted by Pinterest and/or its licensors and may not be further reproduced, in whole or in part, in any form or by any means without the express prior written permission of Pinterest. Pinterest are trademarks or registered trademarks of Pinterest. All other trademarks are the property of their respective owners. No endorsements are implied or should be inferred. Stats quoted are accurate as of printing. Subject to change.
CPG: Shopper Marketing Solutions
eCommerce: Digital carting
SmartCommerce offers two carting options from promoted pins: - Click2Cart Direct: Item(s) placed directly in selected retailers digital cart (see Retailer Note below) - Shopper’s Choice: Presents consumer with a choice of retailer and/or products
Most major retailers accept orders directly into their carts • Walmart.com, Target.com, Amazon.com, Walgreens.com, Chewy.com, Petco.com, Ulta.com as a sample
• A few retailers require log-in if the shopper is not already logged in, including Walmart Grocery and Kroger.com • For retailers not offering direct carting , links can be directed to“where to buy” solutions on product detail page
For updated retailer list: https://www.smartcommerce.co/retailerlist/ and enter password: Click2Cart Retailers
Partnership overview
Brands and shopper teams interested in leveraging the Pinterest-SmartCommerce integration will execute two separate IO’s: • SmartCommerce for carting functionality • Pinterest for media amplification
Requirements: • Product(s) to be carted • Confirmation of backup products to be
carted when lead product(s) OOS • Retailer choice (one or several) • Campaign dates
Questions? Reach out to [email protected] (note not “.com” email address)
Execution details
Campaign initiation and management: • Campaign order form: https://smartcommerce.wufoo.com/forms/smartcommerce-
campaign-order-form/ • Products/retailers can be updated anytime via SmartSuite backend tool
Campaign reporting: • Pinterest: front-end media metrics; CTR, CPC • Access to SmartCommerce’s SmartSuite reporting includes products carted, dollar
value, frequency of OOS substitution, retailer count, etc.
eCommerce: Digital carting
SmartCommerce turns pins into eCommerce launch points driving your products into retailer digital carts
Click2Cart® minimizes clicks and decisions between pin inspiration and products in carts, making purchasing frictionless
© 2019 Pinterest All Rights Reserved. All materials, including all images, are copyrighted by Pinterest and/or its licensors and may not be further reproduced, in whole or in part, in any form or by any means without the express prior written permission of Pinterest. Pinterest are trademarks or registered trademarks of Pinterest. All other trademarks are the property of their respective owners. No endorsements are implied or should be inferred. Stats quoted are accurate as of printing. Subject to change.
Click2Cart Direct: promoted item(s) at specific retailer
Click2Cart Direct: item(s) placed in
digital cart of specific retailer
Shopper’s Choice: promoted item(s)
Shopper’s Choice: retailer or product
selection
Click2Cart Direct: specified single retailer
Shoppers Choice: consumer selects retailer
or
Shopper’s Choice: item(s) placed in
digital cart of selected retailer
CPG: Shopper Marketing Solutions
Shoppable® is a patented universal checkout technology that allows consumers to seamlessly shop at the point of inspiration. Shoppers are able to purchase multiple products across multiple retailers with one single transaction. Brands have full visibility into the shopping behavior and sales data.
Partnership overview Brands & agencies looking to make their Pins Shoppable® will work with both the Pinterest & Shoppable® teams to execute.
• Shoppable® will issue an IO based on campaign duration and number of landing pages.
• Pinterest will issue a separate IO for promoted media
Pinterest campaigns benefit from: • Shoppable® Client Success
Team support • Objectives & KPI Reviews • Campaign retrospective
reporting
Reach out to Holly Boni: [email protected] to get started
Execution details • The Shoppable® Universal Checkout is immediately available as a
destination link from a promoted pin or as a destination from a brand.com site • No development work is needed from the brands. • Shoppable® will request creative deliverables from the brand or agency. • Average 3 week lead time from Shoppable receiving deliverables to launch.
Data provided back: • Customer data: Consumer name, email, and shipping address. • Revenue: Total revenue, units sold, top retailers, top products • Digital metrics: Add to cart and conversion rates through shopping journey.
Pricing model: • The Shoppable® Ad Experience is a monthly subscription SaaS model at a
per brand or per manufacturer license. • Rate Card available upon request.
Retailer partners: • Walmart.com, Target.com, Walgreens.com, Rite Aid.com, Jet.com, Office
Depot.com, Office Max.com, Ulta.com, Sephora.com, Saks.com and others.
© 2019 Pinterest All Rights Reserved. All materials, including all images, are copyrighted by Pinterest and/or its licensors and may not be further reproduced, in whole or in part, in any form or by any means without the express prior written permission of Pinterest. Pinterest are trademarks or registered trademarks of Pinterest. All other trademarks are the property of their respective owners. No endorsements are implied or should be inferred. Stats quoted are accurate as of printing. Subject to change.
eCommerce: Universal checkoutShoppable®’s Universal Checkout offers consumers ability to shop products at their preferred retailer without going to that retailer. Shoppable®’s technology will seamlessly place orders with selected retailer on the back end with no incremental ‘bounce out’ to the retailer.
Brands benefit by increasing conversion due to a seamless shopping journey and own all of their 1st party consumer & cross retailer sales data.
Promoted Pin with ‘Shop Now’ CTA
Clicking on pin loads Shoppable experience
Shoppable landing page enables shopping
across retailers
Scroll to Shop Products
Consumer completes the checkout
experience (Shoppable sends order to
Retailers for fulfillment)
Once purchase complete, consumer
lands back at Pinterest
SHOP NOW
Your BrandB
CPG: Shopper Marketing Solutions
eCommerce: Digital carting