Pinterest Expands Its AR Capabilities With 'Try On For Home Decor'
Source: Pinterest
Pinterest recently launched its latest augmented reality (AR) technology, Try On for Home Decor.
The new feature gives Pinners the ability to shop for home decor through augmented reality. Using the Pinterest Lens camera, users can virtually place home decor and furniture items from U.S. retailers like Crate & Barrel, CB2, Walmart, West Elm, and Wayfair in their homes. They can choose the exact colors, sizes, and styles of items they are considering and browse information related to these items such as pricing and reviews.
At launch, Try On for Home Decor is available for more than 80,000 shoppable Pins, marking the platform’s biggest investment in AR technology to date. Previously, Pinterest launched AR Try On for lipstick and eyeshadow.
Pinterest expanding its AR capabilities is the latest sign of platforms and brands leveraging AR and virtual reality (VR) technology to bridge in-store shopping experiences and the digital world. Through immersive experiences like Try On for Home Decor, consumers can discover, try, and purchase products from the convenience of their mobile devices.
Although AR technology has been around for several years, it has yet to become mainstream. However, adoption is increasing due to the pandemic and consumers' increasing comfort with e-commerce. According to eMarketer, half of U.S. adults have either used or are somewhat interested in using AR or VR as of this past fall.
The use of AR seems to have a positive impact on brands as well. Pinterest says that Pinners are 5x more likely to purchase from Try On-enabled Pins than standard Pins. The sales lift that brands receive from AR will be enticing and will encourage brands to seek out platforms and tools that enable consumers to “try before they buy.”
AR also opens up new opportunities for creators. As Pinterest currently allows with Try On for beauty and lipstick, AR can help creators make their content more engaging and actionable, providing their audiences with value.
Based on the gaining popularity of AR, look for Pinterest to expand Try On into other categories to continuously strengthen itself as a destination for discovery, inspiration, and shopping. Predictions for future categories include eyewear, fashion, apparel, hospitality, travel, and even automobiles.
