Retailers shift their ad spending from TV, radio and print ads to digital ads.
Buy.com app searchers can Speak, Scan and Snap.
Buy.com has given its smartphone app possibly the richest search in mobile commerce: Speak, Scan and Snap. Touch the Speak button and voice recognition technology translates the spoken word into search term. Touch the Scan button to enable bar code scanning. Touch the Snap button and take a picture of a product for image recognition technology to find a match. Or just type. “We’ve studied our consumers to learn exactly what they wanted and the resulting shopping app has been a big success,” says Bernard Luthi, chief marketing officer. “The real win was understanding that top-level search, by any means possible, was the most coveted tool. So we included four search functions on the home page. And we did this with a different look and feel from our web site."
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