ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

State Farm taps object recognition with CarCapture app

State Farm is leveraging object recognition technology and partnering with Edmunds.com to launch the CarCapture mobile application that allows users to snap a photo of the back of a car and instantly receive detailed information.

Consumers will be able to use mobile to make a more informed purchase decision when browsing for vehicles and be assured that they will be accessing up-to-date information on the car of choice, including make, body type, model and year range. State Farm insurance quotes are also instantly available for users of the CarCapture app.

?State Farm created this application to provide a simple and comprehensive method for vehicle research,? said Matt Edwards, senior public affairs specialist for State Farm, Bloomington, Ill. ?CarCapture aims to help consumers find their next vehicle by offering a comprehensive source of reliable information that requires minimal effort of the part of the consumer.

?The app also includes options to get a State Farm auto insurance quote or receive information on vehicle loans through State Farm Bank.?

Streamlining car shopping
State Farm acknowledges that customers are relying their smartphones for important, instant information more than ever. Those that are browsing or shopping for a new vehicle can also receive safety information, vehicle features, customer reviews, additional photos and Edmunds True Market Value.

They can also use the app to discover potential dealership locations.

?CarCapture will improve the car-shopping process by providing a convenient one-stop-shop for information on vehicles consumers are interested in buying,? Mr. Edwards said. ?Consumers will have quick access to important information that will help them make educated buying decisions.?

Edmunds.com, a shopping site for vehicles, has also been ramping up its mobile strategy as of late, with its rollout of the CarCode texting service in October. The service, which is deployed across the Edmunds network across the nation, encourages consumers to interact directly with car dealers via text messaging (see story).

Dealers that receive inquiries can attach photos or additional information to messages, and upload price certificates informing customers of their dedication to honor Edmunds.com pricing.

Car industry going mobile
While State Farm?s app focuses on providing users with up-to-date information, a slew of other automotive firms have been developing more apps that bridge the gap between sellers and buyers of vehicles. TrueCar, a mobile app that serves this purpose, saw its customers? mobile usage rise higher than 40 percent mid-year (see story).

Consumers are likely to browse for cars and search for information on tablets or mobile devices, and make a purchase at a dealership location. Pricing is also easily compared on smartphones.

State Farm is hoping that CarCapture will also streamline the process of selecting car insurance for customers.

Ultimately, the CarCapture app will likely set the standard for other vehicle-related apps, due to its car recognition technology that removes the process of manually entering information.

?Consumers are increasingly relying more on their phones, including searching for their next vehicle,? Mr. Edwards said. ?Knowing this, State Farm created CarCapture to help consumers who are early in the car-shopping process.

?By providing ?on the go? access via a mobile app, consumers can easily search for multiple vehicles while browsing at a dealership or just walking through a parking lot.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York