M&S boosts mobile momentum with Style Finder launch

Marks & Spencer has launched a photo search feature to help online shoppers easily find similar products and filter through thousands of menswear and womenswear items.

The ‘Style Finder’, powered by artificial intelligence, is part of the British retailer’s digital-first strategy and underlines the growing role of mobile commerce for the company, as it is available only on mobile devices.

Users can take a photo of an outfit or style they like on social media, a magazine or in a store and use the app to search for similar items available at M&S.

This forms part of the Marks & Spencer's strategy to digitise its operations with the aim of achieving a third of all its clothing revenue from online sales by 2022.

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