Target's new shopping app called "In A Snap" allows shoppers to simply scan the item in its magazine and purchase.
Target, the second largest discount retailer in the United States after Wal-Mart, is keeping pace with technology and has introduced a new app that allows shoppers to purchase items by scanning magazine ads using their smartphones.
The "In a Snap" app uses the latest image recognition technology to make shopping extremely simple.
Target's "In a Snap" app will be made available to shoppers this month. The smartphone app will recognize images in magazine ads published in the company's home décor magazines such as Architecture and Real Simple. But the app is still in its test phase and is limited to scanning just magazine ads. When the app recognizes the image, it gets added to the Target shopping cart for purchase, NY Post reports.
In a Snap uses the smartphone's camera to snap a picture of the item and displays relevant pricing and information. The retailer worked with its Rapid Accelerated Development group in the development of the app. After spending a year researching its app, the team took about six to eight weeks to build the app, the report adds.
As it is still in beta, the app allows users to send feedback to the Minneapolis retailer.
The new move comes as a way for Target to compete with Amazon and other retailers. Amazon will debut Firefly alongside Fire smartphone, which the company claims recognizes 100 million items. The existing iOS Amazon app allows users to scan barcodes, grocery labels, books and DVDs. But image recognition technology is a step further in the race to make shopping simpler.
"It's easy for technology to wow us, but it only matters as much as it is useful to the consumer," ComScore vice president of marketing and insight Andrew Lipsman told NY Post. "There are plenty of examples of really cool technology, but if it doesn't become engrained in regular behavior, it is not going to represent a sea change in e-commerce."
In April, Amazon also launched a new gadget called Dash to help shoppers make a list of groceries and other goods by speaking into it or scanning the barcode. The device's functionality was limited to Amazon Fresh and only Amazon Prime Fresh members were invited to test the device at the time.
