Target outlines Pinterest strategy

Target’s partnership with Joy Cho exemplifies the retailer’s mission to provide shoppers with inspiration, said Rick Gomez, the retailer’s SVP of brand and category marketing.

Target's Rick Gomez

“We’ve invested significant resources to better understand our guests,” Gomez said during a keynote presentation Wednesday at the Shopper Marketing Conference & Expo in Minneapolis.

One of its key learnings is that more shoppers are finding inspiration on social media, particularly on Pinterest.

So it partnered with Cho, a popular blogger and Pinterest Pinner, for Oh Joy!, an exclusive party-inspired line.

“We’ve taken party planning from the Pinterest page to the party table,” Gomez said.

Target has also formed relationships with other top Pinterest’s top pinners, including Jan Halvarson of Poppytalk and Kate Arends of Wit & Delight.