{"id":58101,"date":"2019-04-10T00:00:00","date_gmt":"2019-04-09T22:00:00","guid":{"rendered":"https:\/\/richardvanhooijdonk.com\/blog\/visual-search-technology-is-gaining-traction-in-retail-and-brands-should-care-about-it\/"},"modified":"2021-08-02T14:01:27","modified_gmt":"2021-08-02T12:01:27","slug":"visual-search-technology-is-gaining-traction-in-retail-and-brands-should-care-about-it","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/visual-search-technology-is-gaining-traction-in-retail-and-brands-should-care-about-it\/","title":{"rendered":"Visual search technology is gaining traction in retail, and brands should care about it"},"content":{"rendered":"<ul class=\"bold-list\">\n<li>Visual search could help Snapchat become a major player in social commerce<\/li>\n<li>Pinterest\u2019s new feature combines visual and text-based search to provide users with more accurate results<\/li>\n<li>Levi\u2019s is relying on visuals to create authentic and personalised experiences<\/li>\n<li>IKEA\u2019s customers can search for furniture pieces with their smartphone camera<\/li>\n<li>Donde\u2019s visual search tech speeds up purchase<\/li>\n<li>Syte is helping retailers enhance product discovery on their e-commerce sites<\/li>\n<li>AIQ\u2019s visual recognition brings customers straight to the product<\/li>\n<li>The future of visual search<\/li>\n<\/ul>\n<p>E-commerce offers a convenient way to search and buy products, but consumers demand more. Using text to search for items is common practice, but in the past couple of years, new forms of search have emerged, including voice and visual search. Unlike text, visual search is a lot more sophisticated. When an image is presented to a visual search engine, it relies on <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/blog\/everything-you-always-wanted-to-know-about-artificial-intelligence-machine-learning-and-deep-learning-but-were-afraid-to-ask\/\">machine learning<\/a> and artificial intelligence (AI) to identify objects on the photo and find images related to those objects. And while <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/blog\/authentic-content-voice-search-ai-and-ar-vr-trends-that-will-shape-marketing-in-2019\/\">voice search<\/a> is no less popular, visual search is gaining some serious traction \u2013 and it\u2019s not without reason. Since most of the information we process is visual, it\u2019s easy to understand why consumers are fond of discovering new products through this type of search. Often, it\u2019s much easier to show a picture of a product, rather than using words to describe it.<\/p>\n<figure id=\"attachment_66371\" aria-describedby=\"caption-attachment-66371\" style=\"width: 400px\" class=\"wp-caption alignright\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-66371\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/04\/Global-image-recognition-technology-market-300x231.png\" alt=\"Infographic showing the value of the global image recognition technology market in 2017, and its predicted value by 2025\" width=\"400\" height=\"308\" srcset=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2019\/04\/Global-image-recognition-technology-market-300x231.png 300w, https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2019\/04\/Global-image-recognition-technology-market-768x591.png 768w, https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/2019\/04\/Global-image-recognition-technology-market-1024x788.png 1024w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><figcaption id=\"caption-attachment-66371\" class=\"wp-caption-text\">According to Allied Market Research, the global image recognition tech market, which was worth $17.9 billion in 2017, will reach a value of $86 billion by 2025.<\/figcaption><\/figure>\n<p>The popularity of this tech is on the rise, and behemoths such as Amazon, Google, and eBay are launching their own visual search solutions, setting an example for smaller brands that are following suit. Gartner <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/gartner-top-strategic-predictions-for-2018-and-beyond\/\">estimates<\/a> that by 2021, brands that upgrade their websites with visual search capabilities could increase their revenue by 30 per cent. While image recognition \u2013 the tech that powers visual search \u2013 is becoming more advanced, consumers are slowly but surely ditching textual search. In fact, <a href=\"https:\/\/www.socialmediatoday.com\/news\/why-visual-search-will-be-one-of-the-biggest-digital-marketing-trends-of-20\/545999\/\">according to<\/a> a study conducted in 2018, as much as 62.2 per cent of younger millennials and 61.7 per cent of older millennials from the UK and the US would be comfortable with using visual search as part of their digital shopping experience. And a study conducted by Intent Lab, a research partnership between the marketing agency Performics and Northwestern University, <a href=\"https:\/\/www.businesswire.com\/news\/home\/20190204005613\/en\/Visual-Search-Wins-Text-Consumers%E2%80%99-Trusted-Information\">reveals<\/a> that 59 per cent of consumers think visual information is more important than text-based information. Also, factors such as higher adoption of social media and easy internet access are driving the growth of the global image recognition technology market, which was <a href=\"https:\/\/www.alliedmarketresearch.com\/image-recognition-market\">valued<\/a> at $17.9 billion in 2017, and it\u2019s expected to grow to $86 billion by 2025. Clearly, this trend is showing steady growth, and retailers and brands shouldn\u2019t overlook its potential.<\/p>\n<h2>Visual search could help Snapchat become a major player in social commerce<\/h2>\n<p>In 2018, Snapchat <a href=\"https:\/\/techcrunch.com\/2018\/09\/24\/snapchat-amazon-visual-search\/\">joined<\/a> forces with Amazon to roll out a visual search feature for its platform, which allows Snapchat users to look for products in a quick and easy way. When users point their smartphone camera at a specific product, or its barcode, they\u2019ll be provided with a list from Amazon featuring the same or similar items, including their price and reviews. Once they tap on the list, they\u2019ll be redirected to Amazon\u2019s app or website, where they can purchase the item.<\/p>\n<figure id=\"attachment_41995\" aria-describedby=\"caption-attachment-41995\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-41995\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/shopping.jpg\" alt=\"\" width=\"900\" height=\"526\"><figcaption id=\"caption-attachment-41995\" class=\"wp-caption-text\">When users point their smartphone camera at a specific product, or its barcode, they\u2019ll be provided with a list from Amazon featuring the same or similar items, including their price and reviews.<\/figcaption><\/figure>\n<p>Snapchat\u2019s feature will be released slowly, first to US residents, after which the company will consider launching it in other countries. Though Snapchat didn\u2019t reveal much detail regarding the financial terms of the partnership, the company might be getting a fee for each item its users buy on Amazon. Moreover, through the new partnership, the company could attract more users. This is important because in the second quarter of 2018, Snapchat <a href=\"https:\/\/techcrunch.com\/2018\/08\/07\/snapchat-earnings-q2-2018\/\">experienced<\/a> a decline in the number of users. It was the first time for the company to witness user count reduction since its launch back in 2011. If the partnership with Amazon proves to be a smart business move, Snapchat could rival Instagram and become a major player in the social commerce world.<\/p>\n<h2>Pinterest\u2019s new feature combines visual and text-based search to provide users with more accurate results<\/h2>\n<p>Snapchat\u2019s feature is similar to Pinterest\u2019s Visual Lens, launched in 2017. The solution, available for both iOS and Android users, has been improved since its launch, and today, it\u2019s used to <a href=\"https:\/\/newsroom.pinterest.com\/en\/post\/celebrating-one-year-of-pinterest-lens\">conduct<\/a> 600 million visual searches every month. Thanks to Lens, which ensures frictionless search, users can easily discover clothing designs, recipes, and even furniture. For instance, they can simply point their smartphone camera at a specific food ingredient, and Pinterest\u2019s machine learning technology will provide a list of recipes for meals made from that ingredient.<\/p>\n<p><iframe title=\"Lens by Pinterest\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/PYo4d3hfVZg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>In 2018, Pinterest upgraded Lens with another feature, allowing users to add text along with the image to get more accurate results. The feature, which is currently available in the iOS app, <a href=\"https:\/\/venturebeat.com\/2018\/02\/08\/pinterest-lens-sees-600-million-visual-searches-every-month\/\">allows<\/a> users \u201cto pair a search term like \u2018winter fashion\u2019 or \u2018date night\u2019 with a picture of a particular item of clothing\u201d. People can use the solution to find objects they saw in a store or someplace else. More importantly, the feature helps strengthen consumers\u2019 journey between e-commerce and brick-and-mortar retail, which benefits consumers and retailers alike.<\/p>\n<h2>Levi\u2019s is relying on visuals to create authentic and personalised experiences<\/h2>\n<p>Since consumers nowadays are provided with endless choices, finding the right product is like looking for a needle in a haystack. For this reason, the denim brand Levi\u2019s partnered with Pinterest to create a personal styling tool called Styled by Levi\u2019s. Once users access the feature, they\u2019re required to pick five images that best describe their style. Based on those images, the tool will generate a Pinterest board featuring key products tailored to their taste. The board is directly linked to Levi\u2019s\u2019 website, so if consumers decide to buy some of Levi\u2019s\u2019 items, they can do it quickly and easily. Levi\u2019s launched this solution in October 2018, and in the first couple of months after the launch, thousands of boards were created. Brady Stewart, the senior vice president of Levi&#8217;s America&#8217;s digital team, <a href=\"https:\/\/www.levistrauss.com\/2018\/12\/14\/styled-levis-new-pinterest-partnership\/\">notes<\/a> that \u201cConsumers have endless choices and access to products. At a certain point, that gets almost too big, so you need something more curated; you need someone who will be your virtual stylist and come back with what works for you.\u201d<\/p>\n<h2>IKEA\u2019s customers can search for furniture pieces with their smartphone camera<\/h2>\n<p>Clothing retailers aren\u2019t the only ones experimenting with visual search tools. The furniture retailer IKEA, for instance, <a href=\"https:\/\/www.curbed.com\/2018\/3\/22\/17149082\/ikeas-place-app-update-ar-grokstyle-visual-search\">added<\/a> a new feature to its Place app. The feature, provided by GrokStyle, allows customers to simply snap a photo of a desired furniture item, and the app\u2019s computer vision technology will provide a list of IKEA items that match the photo, with all the relevant links and information. Since describing furniture can sometimes be difficult, especially when numerous details are involved, IKEA\u2019s new feature makes the process quick and easy. Instead of experiencing the hassle of explaining the right style, colour, or shape, furniture shoppers can just take a picture, and the app will provide them with exactly what they need. And best of all, once they find what they\u2019re looking for, they can use the app\u2019s AR abilities to place the furniture in their space to see how it looks. Since the app is equipped with visual discovery capabilities, this Swedish retailer hopes it will encourage customers to eventually buy the item.<\/p>\n<p>Besides IKEA, GrokStyle\u2019s technology caught the attention of Facebook as well, which decided to acquire the visual search startup in 2019. In an official statement, Facebook didn\u2019t <a href=\"https:\/\/techcrunch.com\/2019\/02\/08\/facebook-picks-up-retail-computer-vision-outfit-grokstyle\/\">reveal<\/a> further plans for GrokStyle, but the company did show optimism that GrokStyle\u2019s tech will contribute to Facebook\u2019s AI capabilities.<\/p>\n<h2>Donde\u2019s visual search tech speeds up purchase<\/h2>\n<p>The fast fashion retailer Forever 21 is also turning to visual search \u2013 often <a href=\"http:\/\/www.retailtechnology.co.uk\/news\/6771\/forever-21-turns-to-ai-visual-search\/\">described as<\/a> \u201cone of the most important innovations in the e-commerce space in recent years\u201d. The AI-powered feature, called Discover Your Style and developed by Donde Search, allows customers to search for products using a universal language that anyone can understand, based on visuals, not words. Donde\u2019s research <a href=\"https:\/\/wwd.com\/business-news\/technology\/forever-21-visual-search-1202776337\/\">shows<\/a> that consumers are more likely to abandon an e-commerce site if the purchase involves more than three clicks, and using visual search could reduce the number of clicks. Besides speeding up the purchase, Donde Search\u2019s technology will eliminate language issues and improve conversion rates. Soon after the feature had been introduced to customers, this retailer witnessed a significant boost in sales. In the first month after the launch, Forever 21 had a 20 per cent increase in average purchase value.<\/p>\n<h2>Syte is helping retailers enhance product discovery on their e-commerce sites<\/h2>\n<p>Clearly, boosting profit and turning visitors into regular shoppers in a competitive landscape such as the retail sector is a lot easier with visual search technology. This inspired the AI tech startup Syte to <a href=\"https:\/\/www.retail-insight-network.com\/news\/syte-visual-search-navigation\/\">launch<\/a> its Visual Search Navigation tool at the beginning of 2019. The tool, designed to enhance the shopping experience, allows shoppers to navigate and filter products through visual content. Visual Search Navigation is powered by Syte\u2019s Deep Tagging tech which uses AI to assign textual tags on the retailer\u2019s online platform. To filter products, consumers use animated icons, which eliminates the need to explain what kind of product the shopper is looking for. Instead, the new tool will allow shoppers to show what they want.<\/p>\n<p>Syte\u2019s innovation could help various online retailers to simplify product discovery. As the company\u2019s co-founder, Lihi Pinto Fryman, <a href=\"https:\/\/www.retail-insight-network.com\/news\/syte-visual-search-navigation\/\">explains<\/a>, \u201cThere is a real problem with the way we search for products right now. Beyond the non-intuitive method of text-based search, many retailers struggle with inconsistent product tagging, making accurate textual search near impossible.\u201d This isn\u2019t the first time that Syte, which was founded in 2014, is helping retailers to enhance product discovery. Earlier, it developed AI solutions for retail brands such as Nike, Farfetch, and Marks &amp; Spencer. To power its solutions, Syte has also created partnerships with major tech companies such as Microsoft, Oracle, and SAP.<\/p>\n<h2>AIQ\u2019s visual recognition brings customers straight to the product<\/h2>\n<p>AI-powered visual search technology could also allow brands to engage with their customers in a more interactive way. This is what the Singapore-based AI startup AIQ is working on. The firm is providing retailers with visual recognition technology that allows customers to scan a product or a brand\u2019s logo with a smartphone, and get immediate access to more information. If customers want to buy a product, they\u2019ll be redirected to the retailer\u2019s website to place an order. With this tech, brands could optimise their marketing campaigns and personalise customer engagement. AIQ\u2019s innovation could be applied to billboards and magazines, allowing publishers to offer more interactive and engaging ads. And best of all, \u201cAIQ\u2019s patent-pending visual and video recognition technology works beyond static images. Customers can also scan videos and live TV to retrieve details of product,\u201d <a href=\"https:\/\/techcoffeehouse.com\/2019\/03\/29\/step-aside-qr-code-aiq-is-here\/\">says<\/a> the company\u2019s CEO, Marcus Tan.<\/p>\n<p>https:\/\/www.youtube.com\/watch?v=CSMGItTpYeA<\/p>\n<h2>The future of visual search<\/h2>\n<p>Though visual search will never fully replace textual search, it could still have a disruptive impact on the retail industry. In the future, consumers will become more comfortable with using their smartphone camera as a starting point for their next search, instead of relying on a text query. They\u2019ll be able to identify objects seen on the street, in magazines, or in the store, which will make it easier to buy the desired item. Visual search equipped with image recognition technology could help retailers improve their customer experience and increase sales. At the same time, brands could use it to suggest items similar to the desired product at a more affordable price. This could, in return, result in increased revenue and brand visibility. Besides money, visual search saves consumers\u2019 time and makes the process of finding the right product smooth and stress-free. With further advancements in AI, visual search engines will be able to process data at a much quicker rate, which presents a great opportunity for e-commerce brands looking for ways to drive more purchases.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Visual search could help Snapchat become a major player in social commerce Pinterest\u2019s new feature combines visual and text-based search to provide users with more accurate results Levi\u2019s is relying on visuals to create authentic and personalised experiences IKEA\u2019s customers can search for furniture pieces with their smartphone camera Donde\u2019s visual search tech speeds up [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45945,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2882],"tags":[4559,4519],"article-type":[],"trends":[5468],"class_list":["post-58101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-augmented-reality-en-2","tag-visual-search","trends-wearables-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Visual search technology is gaining traction in retail, and brands should care about it - Richard van Hooijdonk Blog<\/title>\n<meta name=\"description\" content=\"Brands are leveraging visual search to personalise customer engagement and bring customers straight to 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