When pinners find something they love on Pinterest, they often want to act on it. That’s why Pinterest created Rich Pins—a new technology that enhances pins with details like price and availability—and asked Target to partner with them in the launch.
“Target’s Pinterest boards have about 50,000 followers, and on average our guests pin about 4,000 pins a day,” says Melissa Flicek, director, Target Technology Services (TTS). The new technology enhances guests’ Pinterest experience and makes it easier for them to shop at Target. It also drives traffic to Target.com.
Partnering with Pinterest was a great opportunity for Target. In order to be one of a few retailers to participate in Rich Pins from the very beginning, Melissa says the project team looked at the end date and quickly assembled a plan.
“Our team had to turn it around in a matter of weeks,” says Bonnie Gross, vice president, Digital Marketing and Loyalty. “It has been very impressive.”
How did they do it? “We kept the team to five people who all had a ‘role’ as a doer,” Melissa says. The team made quick decisions that never went unanswered for more than two days. “We kept it nimble and fast.”
Other brands like eBay, Netflix and Bon Appetit will leverage Rich Pins for retail products, movie trailers, and recipes. To see the Rich Pins technology at work, just visit Target's Pinterest and start pinning products as you would from Target.com.
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