Retail News

Visual Search: What Is It And How It Helps Fashion Retail

By 18 August, 2020 No Comments

Naturally, humans are visual creatures. We understand pictures in the blink of an eye. Have you ever heard about “visual thinkers” -people who think in pictures? It is common in approximately 60–65% of the general population. We tend to judge objects, products based on our visual taste. And while it’s easy to shop based on our individual preferences and choices, sometimes we want the exact same shoes we saw on someone outside when we were walking. We start thinking too much about it, but we don’t know where we can buy it from. Nowadays, it’s easier with visual search technology. Just take a photo of the product, upload it in the website and find the same or similar products in a matter of seconds.

Viume’s Visual Search Tool

Visual search uses artificial intelligence technology to help people search through the use of real-world imagery, rather than through text search. Sometimes you don’t know the exact words, phrases, or keywords to describe a product. With visual search, you don’t need to know the special taxonomies for finding the items you want. Just having a photo of the product is enough for the software to identify the object within the picture and provide information and search results to the user.

As search expands beyond its traditional forms, and new technologies continue to be introduced, it is important to understand and take advantage of it as soon as possible.

With 35% of marketers planning to optimize for visual search in the future, getting ahead of the competition is better done early rather than late. But what are the primary benefits of optimizing for visual search?

With no less than 60% of Generation Z now discovering brands solely through social applications and 69% them looking to purchase directly off the back of the platforms, there has never been a better time to get your brand discovered outside of traditional search fields.

How Can Visual Search Change the Way Retails Market

  1. Social Influence optimization

Most of the fashion brands are using social media influencers to promote their products. Usually, influencers promote a piece of clothes and redirect the audience to the website of the brand for the checkout. With visual search brands can get the opportunity to promote more than just a piece of cloth so the interested customers can take the screenshot and scan all the products in the image for the future purchase. Moreover they can get similar item recommendations if they don’t want that specific color or model. This gives chance to the customers to see a wider range of catalog of the brand.

2. The impact on SEO

SEO is painstaking work, mostly because of all the tagging. Visual search helps marketers work smarter, not harder, on their optimization.

The technology features deep tagging, an image-to-text feature that tags images automatically and makes them interpretable for search engines like Google, as well as textual search engines on websites. Deep tagging can create a rich set of tags for an image within just a few milliseconds. This makes textual search much more robust.

Up until now, search engines were not able to decipher what actually appeared in an image, and needed real people to create tags for every image. This was limiting in a lot of ways.

For one, different people can write different tags for the same image. Additionally, because manual tagging is laborious, it’s easy for marketers to only write what they feel are the most important tags and forego the elaborate tags.

Using the power of visual search, your images are now SEO-ready, can be interpreted by textual search engines, and most importantly, can be discovered by customers easily.

3. Giving customers what they didn’t know they want

As mentioned earlier in this piece, customers are using visual search because they are looking for inspiration. This means they want to be told what they want. Doing so comes in the form of truly analyzing what customers are searching for and using AI to serve up the most similar products — or even complementary ones.

Like all meaningful innovations, visual search will have an impact that goes well beyond what it was originally designed to do. To discover whether or not visual search is right for your marketing roadmap, get in touch with us and we will help you perfect and re-perfect your customer experience.

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