Technical Information on Image Recognition
The process depends on a mobile application called Pounce. According to “Photo Finishes the Sale,” vendors give Pounce (the company, not the application) materials related to an upcoming advertising initiative in advance of the sale. The application will then direct the viewer to the vendor’s mobile site using image recognition software. The potential client can then access photos and product information as well as actually make the purchase.
Interestingly enough, at this point the image recognition software only recognizes those images fed into the system by the retailers. A potential buyer could not take a photo of just any item of clothing and make a purchase or even find the item in a local store. The interested party would need to take a photo of the specific print advertisement and then access the specific vendor’s mobile site.