International Retailers Experience "Vision And Understanding"

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The Xiaobian of the network introduces the international retailers' experience of "understanding the eye and knowing the map".

Recently, the new supermodel Cara Di VAI said in New York fashion week that he liked to use a shopping APP called Asap54, and then downloaded the software twice.

Its popularity is not just because of celebrity recommendation, but the software's function of map reading and shopping has really caught the public's consumer psychology.

Close to consumption psychology can be red.

Many people, especially ladies, have had such a time when they saw someone wearing a very beautiful dress in the street. They wanted to know the brand and purchase channel of the dress. But they were afraid of being refused to speak because they were afraid of being rejected. So they could only watch their beloved clothes pass by, and then regret again.

Asap54 is a help.

A picture recognition software that solves such problems can automatically scan the color, cut and shape of a picture as long as the user photographs the clothing that he likes, and quickly search out the same or similar clothing by connecting to the database of the clothing retailer.

In fact, many companies around the world have launched this technology, such as the earliest known British Snap Fashion, Ireland's Style-Eyes and Canada's Slyce, and so on.

Snap Fashion APP was officially unveiled in London Fashion Week 2012, and has 250000 users in the first year.

The famous clothing retail brands New Look and famous British department store Harrods are all open to the software, allowing it to connect to the database at any time to find clothing items matching with users' uploading pictures.

Style-Eyes was released in 2013 and has 65000 users so far.

The APP has a total of 600 stores, covering about 1 million 500 thousand (double) garments, shoes and bags.

Mark, founder of the software, said that the feature of the software was that if the customer found the same item but found it very expensive, he could return to the query page and adjust the search price to find a similar product again, so that the user could purchase the desired product at the expected price.

From text search to image search

If we think that these APP are only software that serves consumers, it is wrong that they rely on the data provided by a large number of retailers to realize the function of "eye recognition", which will eventually bring sales to retailers, and the target of their services is retailers and brands.

Such APP software is just like China's Taobao network and the US EBAY and other e-business websites. Instead, consumers have changed from text search keywords to search for similarities through images.

As a third party, APP helped garment retailers open up a new sales window, providing consumers with a brand new search channel for clothing brands.

Brands need to pay a certain fee if they want to enter the database of this kind of software.

Nowadays, in order to avoid fierce competition after entering big data, some shopping centers simply create their own knowledge map shopping APP.

Westfield, a shopping mall in the UK, invited Snap Fashion to create a APP of its own. Through this software, customers can upload any clothing pictures and find matching products in the store's inventory.

Messi store also launched an experimental version of image search APP.

With the help of an image search engine, consumers can find similar products on Messi's official e-commerce website macys.com and place orders directly.

Messi's department store has been suffering from poor website browsing. Through this software, the mobile terminals and PC terminals are effectively connected, thus promoting the development of e-commerce.

In addition, Messi stores also intend to have ShopBeacon shopping positioning system in all stores.

When a customer enters a store, the system will identify APP through signals. Even if APP is not turned on, Messi stores can push customers' updates and discounts to interested customers according to their browsing and search information.

Interesting to increase click through rate

With the increasing use of mobile devices such as mobile phones and tablet computers to shop online, the introduction of APP has become an important means for many retailers and brands to attract consumers.

The US market research firm comScore statistics show that in the first quarter of 2014, about 198 million consumers in the United States were shopping online, accounting for 78% of the total number of people aged 15 and over 15, and over 10% of online shopping on mobile devices.

Among them, 25% of mobile shoppers are over 55 years old.

22% of the men surveyed used to shop on smartphones.

The research institute said that after November, with the advent of Thanksgiving, "black Friday" and Christmas, the United States will enter the crazy shopping season, when the click volume from mobile devices will account for more than half of the network traffic.

However, due to the small screen of mobile phones and tablet computers, the operation process of website shopping is not very convenient.

In contrast, APP pages designed for mobile terminals are simple, whether text or pictures are more consistent with mobile phone screens and operate smoothly, prompting consumers to enhance their shopping experience.

In addition, users can make quick logins without entering a variety of complex information through exclusive APP shopping, which is more simple and direct than to browse the web directly.

Therefore, APP can greatly increase the click volume and purchase rate of consumers.

However, although many businesses have set up APP, the download and utilization rate is very low.

The answer given by the research company is, on the one hand, retailers have no intention to promote; on the other hand, APP lacks the selling point.

This also explains why APP is so popular now that it has the function of "understanding the eyes and drawing pictures".

The simple shopping import function is not enough to attract attention. Retailers need to open more functions to guide consumers to enter APP voluntarily.

Platform.