The search engine Bing wants to increase its e- commerce experience and it does so with a new feature related to its sponsored results in the Shopping category : visual search , otherwise known as Visual Search . This is a new function that will increase the quality of navigation for all those users who are looking for products to buy, thanks to a better discovery of the results of interest.
But how does Bing Shopping Visual Search work?
After performing a purchase search for a particular product, Bing users will proceed to click on the Visual Search icon to locate products that are as similar as possible to their initial search results. In practical terms, the new functionality allows the user to discover similar products to their research regarding the visual design factor .
The current limitation of the feature is related to the type of products concerned , ie clothes and shoes . However, Bing has signaled plans to expand Visual Search to household products soon as well .
On the other hand, it is important to remember that visual search is not the only new feature that the search engine makes available to improve the ecommerce experience.
In addition to appearing after users search for a product, the Visual Search icon can also be found in the Bing search bar , so that it can be used to upload product photos or URLs . This way, users will be able to visually compare similar prices and products between different sellers on Bing Shopping.
And there’s more: Bing has also added the “ goes well with ” button (which can be translated as “ goes well with ”), so as to create complete compositions and outfits by combining different items of clothing based on the suggestions of the search engine.
How Bing’s Ecommerce Features Affect Digital Marketing
Can the new features made available by Bing Shopping influence the digital marketing strategies and decision-making processes of marketers?
In short, the answer is yes . As you no doubt know, ecommerce has experienced a considerable surge in the lockdown period following the recent coronavirus pandemic , and many high-tech brands and online platforms have given their online stores a boost or designed new digital shopping features so as to increase the number and quality of their sales.
The increase in shopping capabilities , as well as the new visual search tools developed by Bing , influence digital marketing strategies because they are aimed at increasing the visibility of brands . In this sense, it is therefore important that marketers effectively leverage all updates by incorporating them into their decision making process .
It is also a mindset to be acquired quickly , because these new features – which by their nature are designed to increase options for potential buyers – will soon create a more competitive environment even for companies that make online shopping one of theirs. competitive levers.
It therefore becomes essential to keep up-to-date and keep up with other sellers , not only through quality products but also by developing a careful differentiation and brand building strategy with appropriate targeting channels and tactics .