Billing itself as ‘Shazam for clothes’, new US-based app ScreenShop is looking to potentially transform the way social media users connect with brands. Using simple screen shots, it streamlines the process of buying direct from social media by turning any image into a point of shoppable inspiration.
Aptly supported by investment from one of social media’s biggest megastars, Kim Kardashian, the app works by simply uploading screen shots of posts from Instagram, Facebook and Snapchat. The visual-recognition-based software then matches the clothing in the image to similar products available online, with different price points. To make a purchase, users are redirected to the relevant retailer’s website. Brands simply need to be part of ScreenShop’s database to participate, with UK and US brands such as Asos, Topshop, Boohoo, Kanye West’s Yeezy, Saks Fifth Avenue and Forever21 reported to have already signed up.
While the concept is ideal for consumers seeking an instant solution in moments of inspiration, brands may have to hope that fans don’t always choose the budget option, leaving anyone with a more premium stance out in the cold.
With regards to assertions of the app being the new Shazam for clothes, there are other exciting tools picking up this mantle beyond social media – with artificially intelligent technology turning users’ smartphone cameras into real-time scanners. These systems enable users to simply point their phones at objects to search for similar products, without the need to take a photo or upload it. For details, see Solving Retail’s Search Conundrums.