Debenhams partners with Pinterest to boost brand awareness

Debenhams has partnered with Pinterest as part of efforts to increase brand awareness and boost customer growth.

Debenhams is the first group brand in the UK to launch a campaign on the online platform this year. 

The online department store said it is working closely with Pinterest on a marketing strategy to help “position it as the ‘go-to’ shopping destination across home, fashion and beauty”.

It noted that as the majority of users come to Pinterest with the intention to shop, and 96% of their searches are unbranded, Pinterest is the “ideal platform” for Debenhams to reach more customers at the moment they’re making their purchasing decisions.

Debenhams will utilise Pinterest’s growing suite of AI tools, leveraging first-party data to enhance personalisation and engagement, enabling it to “go beyond just raising brand awareness and capturing interest”.

To help capture shoppers open to discovering new products and brands, Debenhams has launched targeted outreach with an aim to “convert shopping inspiration into purchasing action, encouraging curious shoppers to consider buying from Debenhams”.

Debenhams said that lower-funnel activity will convert high-intent users considering a purchase into returning Debenhams customers. 

It will also use dynamic product advertisements to surface timely offers and drive conversations, maximising its return on advertising spend, whilst driving loyalty and repeat purchases.  

Dan Finley, CEO of Debenhams Group, said: “Staying relevant is key for shoppers today. Rather than just keeping up with trends, they’re looking for inspiration and ways to get ahead of the curve, and are using Pinterest to do so. 

“Through our work with Pinterest, we’re ensuring that the wide variety of brands found on Debenhams are easily discovered, which is enabling us to reach new customers, and ensure we are the go-to destination for new fashion, home and beauty trends.”  

Beth Horn, UK MD at Pinterest, added: “Debenhams Group has quickly harnessed the power of Pinterest. In partnership we’ve developed a bespoke strategy that’s transforming their presence on Pinterest from nascent to one of the most sophisticated retail brands on our platform. People come to Pinterest with intention: to turn inspiration into action. By leveraging our best-in-class technology and creative solutions, Debenhams can now connect our engaged users with its incredible marketplace of over 15,000 brands.”