Retail technology

Notonthehighstreet has launched a new iOS app feature which uses machine learning and image recognition to allow customers to shop directly from its Christmas catalogue. Rather than scanning in barcodes, QR codes or having to search for product numbers, users can hold their phone over an image in the catalogue, which then instantly finds the product and makes it available for purchase through the app. "We wanted to better connect our customers offline and online experience," says Richard Zubrik, Chief Technology Officer at Notonthehighstreet. "Discoverability is a key development area for us, so this feature is just one way we're making it easier for our customers to shop with us. We know that people love browsing our catalogue, and many do so while also searching our site through their mobile, this new feature removes the need to hunt down product codes and brings people the perfect thoughtful gift instantly."