3 Interesting Ways Retailers Can Use Pinterest’s New API In Their Omni-Channel Efforts

by / Tuesday, 26 November 2013 / Published in Promotion Planning, Uncategorized

pinterest-pinboard-600Pinterest released their first API last week, and showcased it with a very impressive list of brands and retailers. Granted that this is their first kick at the can, and they’ll be adding more features, but it got us thinking about how retailers can leverage existing endpoints and data from the API in their omni-channel strategy. So, we decided to focus on a couple of key features; Top Pins, Domain Search, and Related Pins.

Top Pins – This shows visitors to your site the top clicked pins or re-pins from your domain over a daily, weekly, or bi-weekly timeframe. Now, we can use this information in a couple of key areas; the most obvious place being the Category Planning process, the second being weekly event scorecards. In the category planning process, your offer planning system could show you the top clicked pins or re-pins for a particular category, while a merchant is planning an offer for the category. If we were to display this same information within an event scorecard, it could be used to access how much awareness the event generated based on the whether or not promoted items were pinned.

Domain Search – The search terms endpoint shows trending keywords such as “Women’s Shoes”, ”Thanksgiving Recipes”, etc. Retailers can use these trending when determining what categories or business are going to receive space in a marketing event. This can be doubly effective if the trending can be stored, and then retrieved to allow retailers to plan based on what trended last year at the same point in time, along with what trended in the previous week or day.

Related Pins – This function suggests other pins people may like based on the items they’re viewing. From a real time perspective, this information would be particularly useful on ecommerce sites as it would allow retailers to display items the user might be interested in, based on similar tastes. Storing information around the related pins, would allow this to be leveraged in the planning process of more traditional media.

Definitions:

API – Stands for Application Protocol Interface, and is how software components interact with each other. In this case, it would be how a third party application would pull information from Pinterest’s system.

API endpoint – This is an entry point into an API, and defined as a base set of URLs. API operations are defined relative these URLs.

What other ways do you see Retailers leveraging Pinterest’s API? Let us hear your thoughts.

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