The human eye can distinguish about 10,000,000 colors, but the average website shows a palette of 16 colors to help shoppers narrow their search.
Why haven’t retailers solved the color-search conundrum? It’s not because the problem has gone unnoticed. Around 52 percent of shoppers said it was difficult to search for furniture by color online, with 33 percent having difficulty searching for apparel.
You can’t match two products without knowing their true colors. Vishion is the only application that provides suggestions based on a product’s true color data, as well as the ability to conduct a color search.
Many shoppers, 55 percent to be exact, have abandoned a purchase due to concern over finding matching items. If you consider how challenging it is to find one item in a specific color, imagine finding a combination of products that match.
That’s why Vishion also helps shoppers Complete the Look as they shop for home decor. Our suggestion algorithms are always improving, using artificial intelligence to track trending fashion and color combinations in real-time.
Matching different items is also why we are focusing on collecting color data for each product. If products lack the proper color identification, retailers can’t know if the products they suggest actually match. This is why we provide the color data back to the retailer to leverage for personal use.
Shoppers not only suffer from search difficulties, but also from receiving items that are a totally different color compared to the product image online. The color error and disappointment from shoppers lead to unnecessary disappointment and costly product returns.
Merchandise returns account for more than $351 billion in lost sales for U.S. retailers, with 70 percent of apparel is returned due to wrong size or color. Of the shoppers we surveyed, 47 percent had returned a product because it was a different color than expected.
Retailers also struggle with forecasting the colors their customers want. The largest retailers spend millions trying to predict the colors consumers want, but many still get it wrong. According to the IHL Group Study, retailers lost $253 billion last year due to forecasting gaps leading to out-or-over-stock products.
Vishion will assist retailers by tracking color searches in real-time, seeing granular trending colors data by region and gender.
Accurate Color Data
If a product image isn’t accurately portraying the color of the product, you can’t rely on the data pulled from the image to identify its color. That is why Vishion is taking the steps to better identify the products true color for retailers.
Our goal is to tell users, within a degree of certainty, that two different products match. For example, we are working with companies like Sherwin-Williams. We want to point shoppers in the right direction when they are looking for decor that matches their favorite paint.
In addition to testing scalable color identification processes, we’ve partnered with Color Solution’s International (CSI) to find a methodology of cataloging the product’s existing color data at inception. CSI works with designers from popular apparel brands to create colors for their new products, maintaining the exact color data for each retailer. We are working with these retailers in preparation for our Apparel Beta in the summer of 2019.
Vishion is an early-stage startup located in Charlotte, North Carolina. The Vishion mobile app allows shoppers to search for decor by a specific color. Our color focus enables us to suggest matching products for users seeking inspiration.