Mobile Image Recognition Could Revolutionize Ecommerce

Visual and Mobile Web

The macroeconomic drivers of consumer demand and behavior are pointing to an increase of visual and mobile web.  Ecommerce content has matured and is currently moving to become more image-centric.

Due to the increased use of smartphones and tablets, businesses must create content that is accessible to mobile users.  Forbes said, “87% of connected devices sales by 2017 will be tablets and smartphones.”

Moving to Image Recognition

With MIR technology, consumers are able to snap an image of a product with their mobile device and are given access to an unprecedented new world of shopping.

The idea of image recognition is not new.  Businesses have been using QR codes in print ads, which have several limitations.  The QR codes disrupt the graphics and only direct the consumer to a single source of content.

Mobile Image Recognition technology is transforming the way the businesses will advertise and interact with consumers.  With Image Recognition, consumers are able to point their cameras at a product in any print advertisement and purchase it immediately.  Retailers can also use the technology to transform magazines or print ads into virtual stores. Image recognition also works in the real world, so consumers are able to shop in a physical store or even on the streets.  They can simply snap a photo of a product they like, compare it to similar items sold online, and purchase it from their phone.

Interactive Mobile Advertising

A consumer now has the ability to take a picture of a bottle with their phone and find mixed drink recipes that include that particular bottle.  A concert poster can now be used to distribute tickets, sell CDs or merchandise, and even display the event location in Google Maps.  Consumers can snap a picture of a couch in a furniture catalog and have it delivered to their house the next day.  The opportunities for image recognition technology are endless and this is only the tip of the iceberg.

Increased Personalization

Ecommerce stores actually have the potential to provide a more personalized experience than brick and mortar stores.  When someone walks into a store, the employees don’t know what they like or if they have been to the store before.  However, ecommerce stores can tailor the shopping experience to the individual preferences and patterns of each particular customer using consumer data.

Businesses Using Image Technology

We will see businesses in 2014 using the image technology by empowering consumers to purchase a product at the time of interest.  By bringing products to life and tapping into new mobile revenue channels, retailers will see a rise in their consumer engagement and conversion rates.

Problems with Image Recognition Technology

Although MIR gives businesses incredible opportunities, there are still some issues with the technology, which could limit its widespread use.

1. Limited Search Results. When a consumer searches for a product on Google, such as “Tennis Shoes,” they get instant access to thousands of pages of different businesses.  Small businesses can essentially pay their way to the top of the search results.  However, with MIR, only 4 retailers will likely show up for a search.  The limited space will make it difficult for smaller businesses to get into the top four.
2. Technical Challenges. There are technical challenges in storing millions of image references to create accurate results.  Image recognition works well on simple images, but it still needs some work for more complex imagery.
3. Privacy Concerns.  Many people will not be okay with random strangers taking pictures of their handbag and purchasing it on their phones.  In order for MIR to really take off, MIR will need to find a way to address this privacy concern.

The Future of Snap-Shopping

Mobile Image Recognition is taking ecommerce everywhere.  We are quickly moving toward a life-store, where consumers will be able to purchase anything and everything with simply a snap.

“Already, mobile visual search is being used by retailers in Asia and Europe for targeted m-commerce applications, and within three years, we will see rapid adoption of this technology by U.S. retailers,” said Stephen Shepherd, LTU Technologies general manager in an interview with Forbes magazine earlier this year.

MIR technologies bridge the gap between the physical and the digital commerce world and effectively connect consumers to the products they want.  Many businesses have recognized the potential in MIR and are looking into ways to leverage this technology.