Are you still jotting down grocery lists on paper? Do you think you’re ahead of the game just because you downloaded the latest shopping list app? Have you ever asked someone where they got their shoes because you just had to have a pair?
It's time to wake up and smell the automation. You're living in the past.
A decade ago, it would have seemed impossible to ask a Bluetooth speaker for a chocolate cake recipe or snap a photo with your phone to find out where to buy something. Today, advancements in AI, particularly in image and voice recognition, have made these scenarios a reality. Forward-thinking businesses are already leveraging this technology to allow users to search for products, build shopping lists, and shop seamlessly, even while on the go.
Voice Search: Retailers Are All Ears
Voice commands make it incredibly easy for consumers to search for and purchase products. With smartphones in nearly everyone's pocket, there's no need to click through web pages or fill out forms. Just say the word, and your products are on their way. According to recent reports1, 43% of mobile search users prefer voice search, while 21% find typing on a smartphone cumbersome.
Leading the way in voice search are Amazon, Google, and Microsoft. Alexa, for example, is integrated with Amazon’s shopping portal, allowing customers to order online through voice commands. Google has partnered with major retailers like Target to enable voice commerce.
Consumers love voice search2 for its speed and the elimination of typing errors common with touchscreens. However, there are still some quirks, such as background noise, voice recognition issues, and difficulties with accents and long phrases. Voice search is often locally focused, helping users find nearby businesses or services quickly.
While still an emerging technology, voice search is rapidly advancing. Early adopters are already benefiting, and significant investments are being made to develop more sophisticated commercial solutions. However, there are challenges, particularly with digital payments for online purchases. Voice-assisted shopping needs to become more streamlined to minimize the need for screen interaction from search to payment.
Image Search: “The Better to See You With”
Major search engines like Google3 have supported rudimentary image search for years. Launched in 2001, Google Images4 evolved from addressing the demand for photos of Jennifer Lopez in a green Versace dress to enabling users to drag and drop pictures to find similar images. Today, this technology has advanced significantly.
Retailers like Target, ASOS, and Pinterest have made it easy for buyers to snap a photo of a product they like and find it or similar options. Pinterest Lens uses the camera in the Pinterest app to search for ideas inspired by objects in the real world. Google Lens's Style Match feature links users to purchase what they photographed, and Bing allows users to refine searches by selecting specific parts of images.
Consumers appreciate the time-saving convenience of image search. They can snap a photo of a sofa or a jacket they admire and quickly find the product online. A 2017 report5 by Moz and Jumpshot confirmed that image search was gaining traction, with images accounting for 27% of searches across key search websites.
Image search can also enhance merchandising and deliver more relevant, targeted content to consumers. Retailers can address customer needs from the browsing phase, and brick-and-mortar stores can benefit too. By using camera buttons next to certain products, buyers can upload photos to social media, attracting potential buyers searching for similar items. Image search then helps these buyers find the specific shop where the items are available. In today’s competitive market, brands are leveraging technology like image search for product differentiation.
SEO in the Age of Voice and Image Search
The rise of visual and voice search means websites need to overhaul their SEO strategies. Optimizing images for SEO can no longer be an afterthought. Pages must be optimized for voice-driven search results, with keywords becoming more complex and conversational compared to traditional typed keywords.
Online retailers need to revamp product descriptions with metadata that anticipates voice queries. For example, a customer viewing a formal shirt might ask, “Can I wash this shirt in a washing machine?” Product pages must include contextual information for such queries. Search engines must adapt to more conversational phrases like “Where can I buy a Halloween costume today?” or “Which oven bakes the softest bread?”
The Future of Shopping
The rise of image and voice search6 indicates a shift towards more intuitive search methods in online retail. While text search remains the easiest and fastest way to search online, websites like Amazon and Google now incorporate all three search methods—text, voice, and image—to enhance user experience. For home, lifestyle, and fashion products, voice and image search offer a newer, easier alternative, provided product images are properly indexed to match voice keywords and image searches.
Technological innovations are transforming online shopping at a rapid pace. Businesses willing to adapt now will be the first to benefit from these emerging trends, while those that lag behind risk becoming obsolete. Embrace the future of retail with image and voice recognition and stay ahead in the competitive market.
References:
https://citrusbits.com/50-mobile-statistics-facts-and-trends/
https://seoexpertbrad.com/voice-search-statistics/
https://searchenginewatch.com/2018/05/21/no-need-for-google-12-alternative-search-engines-in-2018/
http://www.bbc.co.uk/newsbeat/article/32231890/how-a-jennifer-lopez-dress-helped-lead-to-the-launch-of-google-images
https://moz.com/blog/state-of-searcher-behavior-revealed
https://www.clickz.com/the-emergence-of-the-voice-ui-and-intelligent-assistants/107176/
