Levi Strauss & Co. Google Lens

Amplifying In-Store Storytelling with Google Lens

Levi Strauss & Co.
December 17, 2019

We are always looking for new ways to use technology to engage and educate consumers when they’re shopping in our stores. And through our Digital Partnerships initiative, we work with technology companies, large and small, to make the shopping experience more engaging, immersive, and fun. This Fall, we launched a project with Google Lens to bring together the physical and digital worlds for our consumers in a first-of-its kind experience.

Google Lens is an AI-powered technology that uses your smartphone camera to identify an object, understand what it detects, and offer digital experiences based on what it sees. Over the course of a month, we piloted a new project with Google Lens in more than 80 of our stores across seven countries. In participating stores, consumers could scan images on product hangtags or in-store signage with their Android camera or Google Search app to unlock video and web content with additional information on Levi’s® products.

Consumers were able to use Google Lens to learn more about the Levi’s® Trucker jacket with Jacquard by Google in Japan, UK, Italy, France, Germany, and US. In select stores in Korea, consumers could use Google Lens to learn more about Levi’s +Warm Technology.

“Shoppers want a seamless way to learn more about products they’re searching for,” said Brady Stewart, SVP Digital Americas. “By partnering with Google Lens, we are giving them an easy way to learn more about our products using their personal device. We’re excited by the results of the pilot and will continue to test new ways to use visual search to improve the consumer experience.” 

Since we were the first apparel company to test this technology in stores, our team was eager to see what kind of engagement and qualitative feedback we would get from our consumers and associates. The pilot results exceeded our expectations. The average click through rate from scan to content was over 60 percent. And on average, each consumer who used Google Lens to learn more about our products went through the experience four times, which means that, once they accessed the product content, they revisited that content multiple times.

As Google Lens’ first apparel partner and first partner in any industry to launch a global pilot, LS&Co. is at the forefront of partnering with large technology companies to enhance the consumer experience. As we continue to pilot new ways to find and shop for clothes, we’re excited to lead the way with more futuristic, seamless ways to shop.