Target and Pinterest have forged a partnership to bring visual search capabilities to Target shoppers, according to a company blog post.
Target will initially incorporate the social media company’s visual search technology, Pinterest Lens, to its registry experience, and eventually plans to add the capabilities to its app. This move is part of a larger deal that entails Target buying ads on Pinterest, and makes it the first US retailer to integrate Pinterest Lens.
Adoption of such technology may be crucial for retailers, as visual and voice searches could make up 50% of all searches by 2020, according to Target. Moreover, early adopters of visual search are already reaping benefits from it.
- Sephora uses a visual search tool to match colors in pictures that customers upload to products in the same shade. The tool, called Color Match, has contributed to the company’s success in e-commerce, helping it become one of the top online shoppingdestinations for beauty and health care products, behind only Amazon.
- Meanwhile, Neiman Marcus saw improvements to its app engagement and usage after it deployed its own visual search tool, Snap.Find.Shop.
Building out the technological capabilities to do visual search can be an expensive and time-consuming endeavor, so partnering with Pinterest may be an efficient way to go. Creating a good visual search requires time-intensive machine training, and possibly overhauling outdated systems and hiring on expensive talent. Working with a visual search provider like Pinterest could…