Microsoft launched a new intelligent Visual Search tool for Bing — Microsoft’s search engine — that allows users to search the mobile web by uploading an image or taking a photo with their phone camera.
For example, taking a photo of a flower will not only identify the type of flower, but will also suggest where the nearest florist is. Visual Search is available in a range of apps, including the standalone Bing app on iOS and Android, as well as Microsoft’s web browsing apps for Android — Launcher and Edge.
Microsoft has joined the growing number of companies that are turning the smartphone camera into a discovery tool. Pinterest, Google, and Amazon have all rolled out visual search products within the past two years, for example.
And retail brands, such as Sephora, Asos, and Akira, have also integrated the tech into their smartphone apps to increase customer engagement and help drive conversions. Within two months of implementing a visual search feature into its site, 45% of Akira’s customers had used the feature, according to a case study by visual search company Markable.
For now, the technology is somewhat limited. But it has vast potential to transform the way consumers engage with brands and provide greater insight into consumer behaviour:
• Retailers can increase the accuracy of their product search and boost cross-sell opportunities: Visual search can help retail customers clarify ambiguities that occur when they attempt to describe objects and colours in text-based searches. For example, a consumer may see someone wearing a black hat that they might like to buy. Text search would return thousands of black hats, making it difficult for the consumer to find the hat they really want. Further, visual search offers an opportunity to “cross-sell” items based on contextual cues in the image, such as the customer’s shoes or shirt, by matching them to items sold by the brand.
• Publishers can increase consumer engagement with their content: Media and magazine companies can use visual search to bridge the gap between the printed page and real world. For instance, looking at a printed ad through the phone could turn the ad into an interactive video. The consumer could also scroll through the video to view more information about the product and even add the item to their mobile shopping cart.
And as consumers become more accustomed to using the smartphone camera as a search tool, it will find additional use cases in healthcare, government, transport and logistics, banking, and insurance.
Source: buisnessinsider.com; 26 June 2018