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Image recognition increasingly an app must-have as scanning gains ground

Macy’s app users can now scan real-life items and shop similar products in the app

Macy’s app users can now scan real-life items and shop similar products in the app

With major retailers such as Amazon, Target and Macy’s offering image recognition within their mobile applications, the technology is likely to become a must-have although more sophisticated scan-to-shop deployments could remain limited.

Scan-to-buy options enabling consumers to shop directly from a retailer’s catalogs, print ads and in-store signage are increasingly a standard offering. However, more retailers are also scrambling to compete against Amazon and showrooming by and employing image recognition technology that allows consumers to point their phone at any object and receive suggestions for similar products within the brand app.

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