Pinterest has introduced its own version of QR codes that offer a seamless connection with associated retailers and/ or products.
If you shop regularly you may have noticed how retailers try to direct customers to official social media accounts to get additional information on products or brands – but Pinterest has found that it takes too long for the average consumer to access this information. As a way to guide the prospective shopper to access a Pinterest account, the website has introduced its own version of QR codes that offer a seamless connection with associated retailers and/or products.
QR codes have had tremendous success around the world and particularly in China where millions of shoppers use an app to connect directly to a board without having to search or tap multiple times. This is just one of the ways that brands and retailers can simplify the process of getting to valuable content on Pinterest, and it works because people have become more visual in recent years.
Pinterest users are finding this new option rather convenient – and they need only to open the camera app on their phones to get to a product page, therefore reducing those few seconds it takes to access such content. One of the effects is that users will be able to see content they didn’t know they wanted to see in the first place, and with an increase in user engagement, brands will definitely see an increase in sales.
Consumers have become more aware of their options and they tend to insist on finding the perfect item for purchase. Pinterest is therefore offering brands an opportunity to present more products to consumers through an easily-accessible portal. Consider the shopper who walks along a shoe rack looking for an appealing pair of shoes they like: if the retailer doesn’t have an extensive collection of a particular brand, the shopper will have a limited number of options and may decline to make a purchase. But by using the QR code, the shopper can access the brand’s Pinterest page where they will see a much wider selection of shoes that the company produces. Individuals who access Pinterest accounts in this fashion are more likely to make a purchase.
So while it appears to be a minor feature, it has great potential for connecting brands with consumers, with the added advantage of increasing sales. This strategy has been used abroad for a while with good results, however it hasn’t really picked up in the U.S., but Pinterest is focusing on the value it brings to the users including retailers, brands, and the consumer.
By simplifying this process for consumers and exploiting an already functional system, Pinterest is giving millions of brands a new way to get their products in front of users in ways that existing social platforms may not be able to do.
Shoppers respond positively to visual cues and this is just one of the ways brands can showcase their products to new audiences without any added marketing cost. QR codes are simple to use and they work for virtually any brand that wants to sell in today’s market.