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Google in US adds new search options to enhance product discovery

Google is looking to provide consumers with more ways to find the products that they’re searching for with a new ‘multisearch’ option that will enable users to search using text and images at the same time via Google Lens, the company’s image recognition technology.


With the new feature you can ask a question about an object in front of you or refine your search results by colour, brand or visual attributes. In practice, say a consumer finds a dress that they like but aren’t a fan of the colour, this feature would allow them to submit a photo of the dress and add the text green in the search query. This is available as a beta feature in the United States.


Zalando Implications


This feature is only launching initially as a beta test in the US however it is a sign of the features to come in Europe and this particular feature could potentially help consumers streamline the purchase process. This is an interesting technology worth following, especially any future case studies of brands that might be able to utilise this technology to their advantage.


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