“Discovery will no longer be limited to text search," writes the team at Trendwatching.com in their February, 2012 Trend Briefing. In this article, it is predicted that due to the widespread proliferation of smartphones, of course, equipped with high-quality cameras, the process of searching for real-time information will move from text search, such as Googling something, to visual search using apps that employ Quick Response (QR) code, location-based, product recognition and augmented reality technology.
According to Trendwatching.com, below are the tech platforms fueling the "point-know-buy" process behind visual search:
•QR Codes: "After trying hard for years, QR codes are finally breaking into mainstream consumer consciousness, although they are in danger of being superseded by the newer, often more natural technologies below."
•Augmented Reality: "The addition or overlaying of digital content onto the physical world (as seen through a screen). To date, most augmented reality (AR) apps (such as Wikitude) have relied on a phone’s GPS and compass sensors to ‘guess’ what a user is looking at, but newer and more powerful visual search AR technologies are beginning to appear."
•'Tagging: "A host of applications are now available that can pick up on invisible markers in objects or sounds in order to trigger information or actions. Check out Blippar’s or Aurasma’s interactive magazine covers to get an idea of where this is heading."
•Visual Search: "The future of POINT-KNOW-BUY. Rather than trying to determine where a user is, ‘smart’ image recognition technologies (like Google Goggles or Layar Vision) attempt to identify the actual object in the viewfinder in order to search or deliver additional content. So pointing one’s camera at an image of the Eiffel Tower will have the same result as pointing it at the real thing."
Trendwatching.com also proceeds to break down a host of real-world examples of visual search apps like WordLens, Leafsnap, Skymap, Find My Face and Shazam, which is actually audio search, and more.
I think that what consumers “expect” is becoming a more important issue now. It is no longer considered a “nice to have” to be able to get information on anything, anywhere, at any time. Consumers expect this information and if they cannot find it with your brand, they will go elsewhere. Accessing information on the go also raises the important point that text-based search will decline as people are too busy and hurried to tap on their keyboard and search for the term.
In short, the evolutionary impact of digital on shopper marketing is positive for brands, retailers and consumers alike. In addition to providing increased opportunities to influence the shopper, digital’s impact on shopper marketing also engenders more opportunities for collaboration and alignment between brands and retailers in driving customers both in store and also to the retailer’s online store.
CITE PAGE
Point-Know-Buy. (2012) Retrieved April 5, 2012, from http://trendwatching.com/trends/pointknowbuy.
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