Neiman Marcus Group Inc. expanded its mobile app feature Snap. Find. Shop.  to its entire product line this week.

 

 

The in-app tool lets a consumer take a picture of an item she wants and buy it immediately. So if a shopper sitting on a train spots the perfect fall coat she’s been looking for, she can open the Neiman Marucs app, snap a picture and the app will give her several similar options for her to purchase in the Neiman Marcus app.

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In October, Neiman Marcus rolled out this technology, but only for shoes and handbags. The retailer has now extended it to women’s, men’s and children’s apparel, shoes, handbags, jewelry, pet products and home furnishings. Neiman Marcus, No. 101 in Internet Retailer’s 2016 Mobile 500, uses image-recognition software developer Slyce to provide the 3-D visual search technology.

Slyce’s CEO Mark Elfenbein says customer adoption has been significant, which is why Neiman Marcus is rolling in out for its entire product line.

“Visual search removes hurdles, taking the customer directly from inspiration to gratification,” says Wanda Gierhart, chief marketing officer at Neiman Marcus.

Instead of embedding this capability into their own app, other retailers are using the visual search software of Slyce through mobile app Pounce, which will match a shopper’s picture with products from more than 30 major retailers, such as Best Buy Co. Inc., Wal-Mart Stores Inc., Urban Outfitters Inc., Bed, Bath & Beyond Inc., Express Inc. and Banana Republic, which is owned by Gap Inc.

A Neiman Marcus spokesman says putting the visual search feature in its own app offers added convenience because customers don’t have to download a separate app to use the technology.

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Internet Retailer estimates Neiman Marcus’ sales to consumers shopping on smartphones and tablets will reach $154 million in 2015, representing 40% growth from its 2014 mobile sales.

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