Target Will Begin Incorporating Pinterest’s Lens Visual Search Technology

Lens will eventually be integrated directly into the Target app

Pinterest introduced Lens in February
Target/Pinterest

Pinterest Lens visual search technology is coming to Target, starting with the mega-retailer’s registry experience.

Target announced in a blog post that it will begin incorporating Pinterest Lens directly into its applications and experiences.

The retailer said Lens will be integrated into its registry experience “in the coming months,” after which it will be integrated directly into the Target app.

Pinterest introduced Lens—along with fellow visual search tools Shop the Look and Instant Ideas—in February.

Target senior vice president, media and guest engagement Kristi Argyilan said in the blog post, “We’ve partnered with Pinterest for years—it’s a natural fit thanks to our shared passion for creating inspiration and a sense of discovery. Now, Target’s excited to take our partnership to the next level. We’ll be the first—and exclusive—U.S. retailer to bring Pinterest Lens directly into our apps and experiences, creating an incredibly rich and much easier way for our guests to explore, discover and buy millions of products at Target.”

Chief marketing officer Rick Gomez added, “This Pinterest partnership quite literally helps us shorten the distance from when our guests have an idea to when they’re ready to make a purchase. It’s another way we’re making it easy and fun for our guests to explore and find new products. Plus, as we start to understand what shoppers are really looking for, it’ll help us better anticipate—and plan for—the latest styles and trends. We look forward to unlocking new potential, together.”