Visual search provides an interesting opportunity for the retail industry and is only at the beginning of its use. The future of search will be about pictures rather than keywords as Gartner predicts that 30% of searches will be without query this year.
Visual search is on the rise, in particular with Millennials,
and can help consumers address questions that are hard to get answered through
a text search. “What pair of shoes or accessories go best with my outfit?” or
“Where can I find a similar dress?
Customers often have an idea of what they want, but don’t
know how to look for it or describe it. This is were visual search comes in.
Besides tech giants like Amazon, Pinterest, and Google,
large fashion retailers like Alibaba, Neiman Marcus, ASOS, and Nordstrom have
already been finding success with visual search tools and are investing in their own technology. Even brands
outside of the clothing industry are starting to explore the area of visual search.
Some examples of how brands are using visual search technology:
- ASOS Style Match allows shoppers to purchase using images
- Ted Baker is using shoppable videos
- Levi’s and Disney experiment with visual search on Snapchat
- IKEA launches a Pinterest-embedded catalogue
More players are expected to enter visual search
ecommerce, which will continue to drive innovation in this space.
Pinterest started as an image organization / sharing site nearly
10 years ago and developed into an image-driven discovery / commerce platform thanks
to new technology allowing visual search.
https://www.bondcap.com/report/itr19/#view/80
Instagram went through a similar transformation over the
past 10 years.
https://www.bondcap.com/report/itr19/#view/79
Visual search will further change the search marketing landscape as new, intelligent, visual search technology is incorporated into branded apps and websites as well as improved visual search functionality is being built into platforms such as Pinterest, Bing, and Google.
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