Kohl’s and Pinterest have developed a series of online experiences as part of their long-term collaboration, leveraging the inspiration platform’s technology and data to tap into trends and feature products in new ways.
With style coming to the forefront of Kohl’s marketing approach — the brand’s latest campaign was themed More Style, More Savings — the retailer has been doubling down on its women’s strategy to inspire outfitting solutions. Insights from Pinterest allow Kohl’s to not only bring this to life through immersive experiences on the platform, but also are used to more broadly inform merchandising decisions and an agile approach to content creation.
“As the shopping experience evolves in new and exciting ways, Kohl’s continues to prioritize its efforts in that evolution, working with strategic partners like Pinterest to connect with our audiences differently,” said Christie Raymond, Chief Marketing Officer at Kohl’s in a statement. “On Pinterest, we know people are coming to the platform to find inspiration and shop, making it the perfect environment to create innovative experiences that resonate with shoppers and allow them to explore our products in new ways.”
With winter fashion and holiday shopping in full swing, Pinterest and Kohl’s are continually refreshing these experiences to inform personalized marketing strategies, reach new customers and increase the shopability of new products.
Some recent examples include:
- The launch of an Outfit Color Match tool — knowing consumers shop by color first, and style second, this experience allows consumers to lead with the color palette that resonates with them. From there, consumers are driven to Kohls.com to shop outfits within a specific color theme. So far, engagement and clickthrough rates (CTR) for the experience are far outpacing Pinterest benchmarks (upwards of 159% above benchmark);
- A Trend Matchmaker tool — Pinterest created a dating app-style matching system to help Kohl’s shoppers envision where their style can evolve. Consumers have the opportunity to swipe for the styles of their choice in a fun and immersive format, and explore recent Pinterest trends, such as Dopamine Dressing (+9500% YoY) and Power Casual (+44% YoY). From there, users are provided with a curated persona of outfits via Kohls.com. The engaging content delivered a CTR that was 62% higher than Kohl’s average on Pinterest;
- The Picture Your Style experience — Pinners select images that resonate with their current style inspiration. From there, they’re provided with a curated persona of outfits via Kohls.com based on their selections. The completion rate for the experience is outpacing Pinterest benchmarks by 16%; and
- Livestreaming — Kohl’s hosted two 30-minute live shows during PinTV’s Shop the Holidays event in mid-November in partnership with Rochelle Johnson, a Pinterest Creator and longtime partner of Kohl’s to feature holiday fashion and gifting ideas from the retailer.