Could Pinterest's Rich Pins Help Your Organization Sell Products?

If your organization has members who use Pinterest (i.e. females) and sells products via an online store, you might want to look into Pinterest's new feature, Rich Pins. Rich Pins allow businesses to include real time pricing, availability, and information about where to buy the item pictured. There are three types of rich pins right now: products, recipes and movies (yay!). 

One of the products on Pinterest's "Products We Love" board. Click the pin to see how rich pins appear on Pinterest.

One of the products on Pinterest's "Products We Love" board. Click the pin to see how rich pins appear on Pinterest.

To make it work, you'll either need to be techie enough to know either oEmbed or semantic markup, or be willing to pay a developer to code it for you. It's not entirely clear to me whether or not any business can add any product, recipe or movie pin to Pinterest and whether or not it's free. They list a bunch of companies for each category, including brands like Target and Anthropologie and Netflix, among many others, and invite business users to "prep your website with meta tags, test out your rich pins and apply to get them on Pinterest"(emphasis mine). This leads me to wonder whether this is a paid offering or what--I read a bunch of articles but don't see anything clarifying this.  

Coupled with Pinterest analytics, it could be a cool way to track and encourage product sales. The good thing about rich pins is that they are not static; so, say, the price changes over time, that new price will be reflected in all repins. Coupled with Pinterest founder Ben Silbermann's remarks during an interview at the Conversational Marketing Summit yesterday, it seems that rich pins may be one of Pinterest's first forrays becoming an ad platform. With almost 50 million global users who are notable for their buying power, Pinterest could definitely be worth the effort when it comes to driving sales of your organization's products.