M&S boosts mobile momentum with Style Finder launch

today Jan 21, 2019
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Marks & Spencer has launched a photo search feature to help online shoppers easily find similar products and filter through thousands of menswear and womenswear items.


The ‘Style Finder’, powered by artificial intelligence, is part of the British retailer’s digital-first strategy and underlines the growing role of mobile commerce for the firm, as it is available only on mobile devices.

"We know our customers are busier than ever and are often most inspired when they're out and about. Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products,” Jim Cruickshank, head of digital product and UX at M&S, explains.

The tool allows customers who are inspired by fashion finds on social media or in-store find similar-looking items available at M&S by uploading a photo. The results can be filtered based on personal preferences, such as size, price and colour, for further assistance.

"Enhancing the customer experience is central to our digital transformation journey. This is a brilliant example of how we're becoming more relevant, more often, to our customers who are increasingly shopping online and in particular using mobile devices,” Cruickshank, continues.

According to Marks & Spencer, 75% of its online visits now come from mobile and tablet devices.

Style founder was developed by visual search solutions Syte.

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