Marks & Spencer launches photo search feature on its mobile website
Marks & Spencer has introduced a new photo search feature on its mobile website.
Called Style Finder, the feature enables customers to upload an existing photo or take a new one of any outfit to help them find similar looking M&S products in less than ten seconds.
Style Finder is initially being launched across the retailer’s womenswear and menswear categories.
Jim Cruickshank, head of digital product and UX at M&S, said: "Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products. Enhancing the customer experience is central to our digital transformation journey. This is a brilliant example of how we're becoming more relevant, more often, to our customers who are increasingly shopping online and in particular using mobile devices."
M&S has revealed that 75% of all of its online visits currently come from mobile and tablet devices.
The new tool tool uses artificial intelligence to display results with the closest match. Customers can add additional filters to help them find products based on preferences such as size, price and colour.
The initiative forms part of M&S’s digital-first strategy in which is aiming to have a third of all of its clothing and home sales coming from online by 2022.
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