Pinterest Kicks Off Verified Merchant Program

Several updates were introduced for retailers

Pinterest’s new dynamic retargeting option Pinterest

Pinterest introduced a Verified Merchant Program for retailers on its platform, as well as updates to insights, catalogs and retargeting.

Members of the Verified Merchant Program, chosen via manual review for their high-quality customer-service experiences, can display a special blue checkmark on their profiles and become eligible for increased distribution within high-intent shopping experience and metrics such as conversion reporting.

Early members include Coyuchi, Filson, Lotuff Leather, Quay Australia and Ruggable.

Pinterest also introduced conversion insights, which give retailers early access to results from organic and paid content so they can determine the platform’s impact on site visits, checkouts and sales over multiple attribution windows.

The catalogs option was updated to reduce the time between feed ingestion and Product Pin creation, with changes including new metrics, near-real-time feed integration, user experience enhancements and feed ingestion scheduling.

Finally, Pinterest’s new dynamic retargeting option enables retailers to reach Pinners who previously engaged with them or have unpurchased items in their cats by retargeting exact or similar products to those they search and save on the platform.

Pinterest is also incorporating more optimization levers to give retailers more control.

The company said in a blog post, “People have always used Pinterest for shopping inspiration, and it’s been a priority of ours to surface the best products from retailers to people who are ready to shop at the right time. Because Pinners come to Pinterest in search of inspiration (and not necessarily specific products in mind), and also welcome content from brands, our interests are aligned across the board.”

Pinterest head of global retail strategy Amy Vener will lead a webinar Tuesday, April 7 at 2 p.m. ET, with special guests from leading retailers. David Cohen is editor of Adweek's Social Pro Daily.