Lowe’s Shares Transactional Data With Pinterest To Enable Tailored Content
The home improvement brand is partnering with the inspiration platform to drive customers down the purchase path as they browse idea boards
After experiencing significant success with users of visual social media site Pinterest over the past 5 years, home improvement chain Lowe’s is enabling a direct partnership with the site. The retailer is also coupling its digital integration efforts with video ads and retargeting tools.
Lowe’s implemented Pinterest’s expanded video feature in August, and after success in driving sales, the retailer is now retargeting customers who view the video content with its own shopping advertisements. In addition, Lowe’s will test sharing transactional data with Pinterest to track the customer journey and enhance its ability to curate personalized content.
Furthermore, the home improvement chain also is integrating mobile technology like visual search and shoppable pins, hoping to capitalize on the many customers who look to Pinterest for inspiration and to encourage turning that interest into sales.
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