Shopper Marketing - September 2017 - 54
PATH TO PURCHASE EXPO PREVIEW
Sept. 26-28, 2017 | Rosemont (Chicago), IL
Pinterest - Yes, Pinterest -
to Give Keynote
Head of vertical strategy will discuss how
shopping decisions get made on Pinterest
By Dan Ochwat
As much as Pinterest has grown and evolved
over the last few years, it's not entirely surprising that a leader from the company could give
a keynote speech at the Path to Purchase Expo.
But consider this from Brian Monahan, head of
vertical strategy at Pinterest, about his upcoming talk:
"Pinterest is akin to visual merchandising
when you walk into a physical store and you
see the display that's there up front, and as you
walk through the different aisles, you get to see
more merchandise," Monahan says. "We believe
the role we're playing with shopping in a digital format is really that merchandising and discovery layer that helps people find something,
introduces new categories, builds a preference
and then funnels people off to go transact."
Pinterest is more of a shopping platform
than a social one, and in Monahan's keynote
y SHOPPER MARKETING SEPTEMBER 2017
address titled, "Converting Inspiration to Measurable Action," he wants to share "what we've
seen data-wise about how to really align marketing messages throughout the decisionmaking process to drive real growth."
Pinterest is a unique platform because it offers its users multiple "paths" to discover, be it
personalized content in the home feed, text
search, tapping an image to crop in and zoom
to search an item within an image, or using the
phone's camera to take a picture and use that
to find relatable images through search. There
are the Pinterest boards that Monahan says
act like a shopping list. Pins themselves can
be action items like linking to an immediate
transaction, video or maybe an app download.
"We uniquely see this decision-making process play out on our platform," he says.
Monahan is the former head of marketing