Toys R Us is adding a new tool to its arsenal of mobile weapons: 3D imagery. The retailer has partnered with Slyce to power visual search for m-commerce.
Shoppers will be able to take a photo of an item on a mobile device. The software then searches Toys R Us for the same item or a similar one.
Toronto-based Slyce uses visual search technology that enables consumers with the ability to take a photo of a product with their smartphone and then search for that product or a similar one online based on the image.
JCPenney recently incorporated visual search into its mobile site, and Slyce also powers mobile visual search for several leading retailers, including Neiman Marcus and Tilly's. Macy's was an early adopter of visual search technology, having announced a partnership with Cortexica in November of 2014.
For Toys R Us, upgrading its app is a must, particularly in advance of the summer and holiday selling seasons. Mobile is the most critical part of retailers' marketing and selling strategies and Toys R Us is being pressured more than most, competing with Amazon, Walmart and Target in virtually all of its product categories.
Slyce also recently bought mobile coupon app SnipSnap, and the ability to integrate digital coupons could benefit Toys R Us going into the holidays. SnipSnap uses proprietary image recognition technology for scanning and interpreting coupons with a mobile device. The SnipSnap app lets users take a photograph of a retail coupon and convert it to a digital mobile format, which can be easily searched, retrieved and shared with other SnipSnap users on their smartphones.
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