John Lewis is experimenting with visual search technology from Cortexica to allow customers to find similar products based on shape, colour, pattern and motifs.

The technology is currently being trialled on the retailer's iPad app via the 'find similar' button located above every fashion product. John Lewis is the first UK fashion retailer to trial the technology in this way. 

Cortexica's image-recognition technology powers the tool which allows customers to quickly find similar clothing. The vendor said it mimics the processes found in the human visual cortex to recognise content from digitally captured images.

Sienne Veit, director of online product at John Lewis said: “Since introducing the Cortexica visual search technology in our iPad app, we have seen customers really engage with the Find Similar tool and use it to easily find their way to other products of interest. Customer feedback has been overwhelmingly positive and we look forward to seeing how this continues throughout the trial period." 

Alastair Harvey, global sales and client services director of Cortexica, added: "The incorporation of Cortexica’s visual search and image recognition capabilities into the John Lewis iPad app marks a significant step by the retail sector in the adoption of innovative technologies and tools to enhance the customer experience.

"We see visual search as being the prominent trend by which retail businesses and consumers interact with each other going forward."

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Cortexica