Marks & Spencer has launched Style Finder, a mobile-only feature that allows customers to search products using photos.
Created in partnership with visual search engine Syte, the function uses AI to match an existing image, or one taken with the phone’s camera, to find womenswear and menswear available at M&S online. Search results are generated in less than 10 seconds.
The new tool hopes to provide additional style inspiration to M&S’s mobile customers who currently make up 75% of traffic to the site.
Style Finder is part of the retailer’s digital-first strategy which aims for a third of its clothing and home sales to be made online.
Jim Cruickshank, head of digital product and UX at M&S, said: “We know our customers are busier than ever and are often most inspired when they’re out and about. 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.”