Unlocking Shopping Behaviour Insights with Tesco & LiveRamp: Pinterest’s +25% Spending Opportunity for CPG Advertisers
The visual inspiration platform verified metrics such as higher spending and store visits through LiveRamp, proving their audience value for CPG advertisers.
25
%
Spending Opportunity for CPG Advertisers
Client
Company Size
1,000 – 5,000 employees
Industry
Social Media
Solution
Collaborators
Tesco
Use Cases
consumer intelligence, campaign optimisation, data collaboration
25
%
Spending Opportunity for CPG Advertisers
The Challenge
Pinterest has been the global visual discovery platform for consumer ideas and inspiration for over a decade, hosting their audience known as ‘Pinners’ to actively explore and collate visuals on everything from home, fashion, travel and health to food and drink. The platform’s visual nature allows CPG brands to showcase products and experiences in context, sparking interest and driving discovery to precisely targeted audiences.
However, in today’s ever-evolving retail environment, understanding and measuring consumer behaviour holistically online and offline has never been more critical. It’s vital to determine whether exposure to a brand message or advertisement on a platform has resulted in in-store sales. What’s more crucial is to understand whether that sale was incremental as a result of the ad or whether the sale would have happened anyway.
The Solution
In a groundbreaking application of Tesco Clubcard data, Pinterest partnered with data collaboration platform LiveRamp to uncover distinctions in purchasing behaviours between Pinterest users and non-users. As brands seek to understand and engage their audiences more effectively, these findings offer valuable opportunities for CPG advertisers, Retailers and Retail Media Networks and pave the way for significant growth.
The Results
By working with LiveRamp, Pinterest was able to prove that its Pinner audience was more valuable than its non-Pinner audience in many different ways.
1. Higher Spend on Every Visit
Pinterest users exceeded non-pinners with a 25.6% higher average spend in 2023. The strength of this purchasing power meant that Pinterest could determine that Pinners presented a high-value audience that was ready to buy.
2. More Frequent Shoppers
Pinterest users visited stores 24.7% more often than non-Pinners, illustrating the importance of giving brands multiple touch points across the customer journey to ensure top-of-mind awareness when shopping.
3. Larger Basket Sizes
Pinners shop more frequently and are more likely to buy more when they do. The study determined that the basket size for Pinners was 6.1% larger than that of non-pinners, making them an ideal strategic audience for product cross-selling and upselling.
4. More Adventurous Shoppers
LiveRamp found that Pinners are an adventurous bunch and tend to shop more brands and Tesco categories such as Vegan, Quality Range, Meals, Provisions, and Snacks. The study also identified that Pinners shopped 49+ brands 48% more times than non-pinners, and are, on average, 35% more likely to broaden their brand range, indicating a likelihood to experiment with brands and a perfect audience for product launches and brand-switching campaigns.
5. Higher Mid-Affluent Family Audience
Pinterest users over-index in the young adult and mid-affluence family segments, giving brands good insight into how to tailor their campaigns to engage these groups effectively.
6. Higher Proclivity to Shop Online
Pinterest users are 46% more likely to shop online than non-pinners, giving brands who use both channels as a sales tool the opportunity to provide an authentic omnichannel experience.
It’s been great to prove some of the hypotheses Pinterest had on Pinners being more valuable consumers using real Tesco customer data. By combining these two data sets, we’ve been able to provide actionable insights for CPG advertisers, proving that Pinterest’s audience doesn’t just engage online but also shows strong in-store behaviours—like higher spending, frequent visits, and adventurous shopping patterns. This partnership showcases how data can highlight incremental value, offering advertisers a clear and effective path to reaching high-intent audiences in a way that drives measurable results.
We often say to advertisers that they shouldn’t sleep on Pinterest and our recent partnership with LiveRamp helps prove why. One of the truly unique things about our platform is the commercial mindset of our users - they come to Pinterest to discover products and to shop, not to doom scroll or debate politics. Over the last couple of years we’ve been supercharging our efforts to make the shopping experience on Pinterest as seamless and inspiring as possible, and the results are paying off. LiveRamp’s insights highlight how Pinterest users are not only more likely to shop than non-Pinners, but they’re also spending more.
What’s Next
Based on the study findings, LiveRamp was able to show advertisers the effectiveness of incorporating Pinterest within media plans designed to encourage higher CPG spend in-store. LiveRamp also proved a bias towards the finest and higher value items owing to the over-indexing of mid-affluent families and those with specific dietary requirements such as veganism or more adventurous foods. In a time when marketers are facing demands for metrics such as ROI, customer lifetime value, and incrementality (on spend, visitation, and basket sizes), LiveRamp was able to prove the value of Pinterest’s CPG audience.