Pinterest Drives ‘Reverse Showrooming’ Phenomenon, Where Shoppers Browse Online But Buy In-Store

Pinterest, and specifically the act of "pinning," is driving people into stores and influencing purchase decisions. Recent data distributed by Vision Critical and highlighted in the Harvard Business Review found that 21 percent of Pinterest users had bought an item in a store after pinning, repinning or liking the item on the site. Vision Critical describes this as part of a wider phenomenon it calls "reverse showrooming," in which consumers search or browse products online and then enter the physical shop to make a final purchase.