M&S unveils mobile photo search feature

Marks & Spencer has worked with Syte on the launch of Style Finder, a mobile website feature that enables customers to quickly find products with a photo.

They can upload an existing photo or take a new one of any outfit to reveal similar looking products available at M&S. For the initial roll-out, Style Finder is available across womenswear and menswear. Jim Cruickshank, Head of Digital Product and UX at M&S, which now sees over 75% of all its online traffic coming from mobile devices, says: "We know our customers are busier than ever and are often most inspired when they're out and about. Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products.”

"Enhancing the customer experience is central to our digital transformation journey. This is a brilliant example of how we're becoming more relevant, more often, to our customers who are increasingly shopping online and in particular using mobile devices."

The initiative is part of M&S’s controversial digital-first strategy, which aims for a third of all Clothing & Home sales to be online by 2022.