Best Buy's (NYSE:BBY) mobile app now allows consumers to hover over an image and instantly make a purchase.
The retailer has teamed up with mobile visual search company Slyce to power the new feature for Android users, reported Mobile Commerce Daily. Shoppers can purchase directly from an item pictured in the brand's print circular without having to visit a physical store.
"Although we can't comment on Best Buy's implementation specifically, providing shoppers with ability to simply hover their mobile device over any product in a circular ad, have that product matched exactly and able to be purchased in just a few taps, takes all the friction from the purchase process and enables shoppers to easily act on impulse," Mark Elfenbein, president and CEO of Slyce, told Mobile Commerce Daily.
Slyce's technology transforms a photo snap into a visual search query. This eliminates the need for the consumer to manually search for a product on the company's website. Historically, this type of shopping has increased impulse buys as it quick and doesn't leave the shopper with time to second-guess the purchase.
Slyce purchased SnipSnap last year and launched a new product for retailers called Snap-to-Coupon.
Other retailers experimenting with mobile visual search include Neiman Marcus and Target.
-See this Mobile Commerce Daily article
Mobile visual search unlocks m-commerce
Neiman Marcus and Mytheresa launch shoppable Instagram
Neiman Marcus acquires Mytheresa.com
Neiman Marcus adds new app to mobile arsenal
Neiman Marcus launches interactive tables