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Apr 4, 2017
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Shopping centre owner Hammerson rolls out app with visual search tech

Published
Apr 4, 2017

Hammerson has successfully tested a new visual search app tool that helps shopping centre visitors find the exact or similar products they would like to purchase through image recognition technology.



In partnership with AI-based technology solutions provider Cortexica, Hammerson trialled the ‘FindSimilar’ tool at Brent Cross shopping centre over the course of two months. 90% of customers who tried the app said they found it very useful and 92% said they would use it again.

To use the feature, users can take pictures of fashion items or upload images already saved on their phones. The app uses AI-based image recognition and visual search technology to find exact or similar products stocked in retail stores across the centre. Once the user has selected their chosen product, the ‘FindSimilar’ also provides a map which guides the customer directly to the store.

With this initiative, Hammerson steps up the multichannel experience at its shopping centres and aims to increase shopper engagement and drive footfall. Hammerson shopping centres in the UK include Bullring, Grand Central and Victoria Gate.

“Our own research shows that on an average shopping journey customers use a combination of offline and online shopping channels, and initiatives such as FindSimilar are designed to further blur the lines between the two, providing a convenient and engaging shopping experience,” said Hammerson CEO David Atkins.

The shopping centre owner and developer is now considering to extend the trial across its UK and French portfolio, adding further value to its existing Plus app. The mobile application has been downloaded by more than 300,000 shoppers and offers mostly discounts and offers from retailers.

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