Pinterest adds augmented reality feature for home decor | Marketing Dive
Pinterest is transforming itself into a destination for virtual product testing and social commerce.
The company’s internal data suggests that its users, particularly millennial and Gen Z consumers, are increasingly interested in using the platform for social shopping. Visual searches using the Pinterest Lens camera increased 126% between Q4 2020 and Q4 2021, per company figures. Millennial and Gen Z cosmetic product testing using the try-on for beauty tool increased by 33% and 28%, respectively.
“Since the pandemic began, we’re seeing more digitally savvy shoppers than ever before, as millions of people now expect virtual and mobile options to try before they buy, see personalized recommendations and gather information as part of their decision making process,” Jeremy King, senior vice president of engineering at Pinterest, said in a statement. “These behaviors are happening across Pinterest every day, which is why we’re continuing to advance technologies like AR Try On and make Pinterest a full funnel shopping destination that takes people from inspiration to purchase anywhere in the app.”
For the past several years, retailers like Macy’s, Wayfair, Target, Amazon and Ikea have been experimenting with AR and VR tools to let shoppers visualize furniture in their homes before purchase. Online platforms, including Pinterest, have added furniture, cosmetics and other products to their lineup of virtual product testing capabilities to increase purchase confidence. Snapchat has invested heavily in AR tools and partnerships, and individual retailers are also debuting tools. Last September, Etsy unveiled the Etsy House, an AR experience that allowed viewers to tour a virtual home featuring items chosen from its marketplace.
About a year ago, Pinterest added eyeshadow to its AR try-on tool, letting users virtually test out cosmetics from Urban Decay, NYX Cosmetics, YSL and other brands. The app released its Shopping List feature in June, allowing customers to save their product pins in one spot and track price decreases. And in October, the app unveiled shopping recommendations, product tagging and AR try-on integration for Idea Pins.
This content was originally published here.