Pinterest to provide marketers in-store sales data

Pinterest is working with Oracle’s Data Cloud to prove that online pins are translating to in-store purchases.

The visual platform’s own research has shown that promoted pins—those that companies pay Pinterest to display more prominently—are driving five times more incremental in-store sales per impression when compared to “ads elsewhere.”

The platform also boasts that its users have disposable income, with nearly 40 percent of users making more than $100,000 a year.

Pinterest’s study also found:

• Consumers who engage with brand posts on Pinterest are three times more likely to be existing customers.
• Pinterest users spend 16 percent more on consumer packaged goods.
• Users are 12 percent more likely to buy products from a company after engaging with promoted pins

RELATED: Get the scoop on Twitter, Facebook, LinkedIn and Instagram developments at Facebook headquarters.

The in-store sales boost from Pinterest comes at a point when customers are buying more online than in-store for the first time in the five-year history of UPS’ Pulse of the Online Shopper study.

This year’s study revealed that 51 percent of all survey respondents’ purchases were made online.

The study also reported that 17 percent of consumers plan to spend less time shopping in stores—a trend that stores could potentially combat on the strength of Pinterest’s data.

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