A system and method compares an image of an object of interest captured by an image capturing device from a first positional view relative to the object of interest against each of a plurality of images of each of a plurality of reference objects wherein each of the plurality of images of each of the plurality of reference objects is reflective of a unique positional view of the corresponding one of the plurality of reference objects to determine a second positional view relative to the object of interest at which the image capturing device is to be positioned to capture a further image of the product of interest. The further image of the product of interest is then compared against one or more of the plurality of images of one or more of the plurality of reference objects to identify at least one of the plurality of reference objects as being a match for the object of interest whereupon information about the one or more reference objects identified as being a match for the object of interest is provided to a user as a product search result.