![]() ![]() It has also brought with it tremendous change, including the rapid acceleration of e-commerce adoption,” Ofer Fryman wrote in a company blog post announcing the round. “This year has been and continues to be enormously challenging for individuals and businesses alike. Helge Voss an expert in machine learning and a senior researcher at the CERN particle collider in Switzerland. Syte was founded by Lihi Pinto Fryman (CRO), her husband Ofer Fryman (CEO), and her brother Idan Pinto (COO). Shoppers can also upload photos of their own clothing items and receive various styling references from Syte. The company's technology enables users who are searching for a particular item on online stores to take a photo of it and receive the most similar product among those sold on the platform. Photo: Ariel Geifman Founded in 2015, Syte develops AI-based visual search software that has been adopted by some of the world’s leading fashion and home design brands, including Tommy Hilfiger, Marks & Spencer Farfetch, and Boohoo. “Of course we want it to drive conversion, too. “We’ve seen enough to know that it’s going to happen it’s going to become the norm,” Thomson said. S uccess will be measured by the adoption rate, at first. Next, it will expand the feature to its second most popular market, the U.S., and then to its Nasty Gal and Pretty Little Thing e-commerce sites. They can’t afford a $4,000 Gucci bag, but they can get something similar.”īy early March, assuming data and results from the tests remain consistent, Boohoo plans to roll it out to 100 percent of its U.K shopper base and put marketing dollars behind it. ![]() “They see Selena Gomez carrying a Gucci bag. She went on to say that Syte.ai’s tools, which provide shoppers with many style options, make sense for Boohoo’s current shoppers, because millennials are often looking for inspiration, not exact styles. “Millennials and Gen Z will just know that when they want something, they can simply tap on it to get it.” “In the future, you won’t need to give many shoppers cues,” promised Lihi Pinto Fryman, co-founder and CEO of Syte.ai, the technology company powering Boohoo’s visual search. Research by Accenture in 2017 showed 69 percent of young consumers are interested in making purchases based on visual-oriented searches alone. ![]() The retailer’s adoption of visual search plays to their habits: They’re glued to their smartphones, and they don’t often use text-based search. In January, its umbrella company U.K.-based Boohoo Group - which also owns BoohooMan, Pretty Little Thing and Nasty Gal, acquired last February - reported that group revenue for the last four months of 2017 had almost doubled year over year, reaching $308.6 million.Īccording to Thomson, Boohoo’s shoppers are primarily females ages 16 to 24. Thomson said it’s “too early” to comment on visual search camera’s specific effect on sales, but he did offer that when Boohoo shoppers interact with visual search, the retailer sees a positive uplift in purchase behavior.Īs for sales, Boohoo is currently sitting pretty. “It’s not a new technology, but the utilization is still really new,” said Thomson.īoohoo’s visual search tool, as seen on mobile He went on to say that visual search makes shopping the site - which has “thousands of dresses,” for example - less daunting.īut finding the right balance between the visual search tools available and the education required to introduce shoppers to the concept has been a challenge. We have such a broad range, if we don’t have it, there’s a good chance nobody will have it.” “If you see something you love, maybe something a celebrity is wearing, you can just ‘Boohoo it,’” said Andrew Thomson, Boohoo’s e-commerce director. “You can come to our site and find something similar. When shoppers click on the camera icon living in the search bar, they can upload an image - from their photo gallery, Instagram, a website, anywhere - to find similar styles in Boohoo’s inventory. ![]() It launched its latest, the visual search camera, in December. In the last seven months, the retailer has introduced four iterations of visual search to its test audience - 70 percent of its online shoppers in the U.K. ![]()
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