Google is enhancing the in-store shopping experience with a new feature on Google Lens that delivers personalized search results based on the store you’re in. Announced this Tuesday, the update allows users to take pictures of items and receive tailored insights, including product details, reviews, and price comparisons. In addition, Lens will display similar items that are in stock at the specific store, helping shoppers make informed decisions on the spot.
Bringing the Best of In-Store and Online Shopping Together
This new feature is designed to blend the convenience of online shopping with the tangible experience of in-store browsing. According to Google, over 70% of Americans use their smartphones while shopping in physical stores. This update makes it easier for customers to access product information and reviews without leaving the store or having to search online. For example, a shopper considering a Play-Doh set as a gift can instantly access reviews, compare prices, and discover similar products available right in front of them.
Currently Focused on Specific Categories
At launch, the in-store Lens search feature focuses on beauty products, toys, and electronics. However, Google plans to expand the functionality to more categories in the future. The goal is to provide real-time, in-store insights, but with a key limitation: only products available in-store will be featured. Items that are only available through a retailer’s online store will not be included, ensuring that the search results are relevant to the current in-store experience.
Powered by AI, Seamlessly Integrated into Shopping
While the update leverages Google’s Gemini generative AI model, the company aims to keep the technology unobtrusive. “It’s really about how do we incorporate AI into the everyday workflow to make it a much more useful, helpful tool for consumers,” said Lilian Rincon, VP of product management at Google. The update is available for all Google app users who have opted into location sharing and works with any retailer that shares its inventory data with Google.
For more on this new Google Lens feature, visit Marketing Dive.