Snapchat – which is one of the world’s most popular social media platforms – has partnered with retailers to create a next-generation shopping experience.
The social media platform has launched AR Explore – a dedicated area for shopping on its app.
Snapchat, an app where imagery has been central since its inception in 2011, believes its AR shoppable filter can be used to “make the purchasing journey easier by putting the power of shopping into the hands of the Snapchatter,” according to UK head of retail Claudine Clark.
Snapchat has invested in its AR technology for a decade, and while the innovation is still evolving, the platform has over 250 million people that have engaged with its Shopping Lenses more than 5 billion times.
The Shopping Lenses, which are specifically designed for users to interact with, try on, and click to purchase products, have been used more than five billion times.
And with Snapchat boasting 332 million users worldwide, retailers have an opportunity to reach a large audience.
How does it work?
AR technology allows Snapchatters to visualise the exact size of products through the camera with ‘world object scale’.
Users are then able to try on an outfit, makeup or accessories with the power of the camera through what’s called body mesh enhancements.
Clark adds that it’s particularly tough to envisage clothes on people when they move around. But it’s image tech manages to nail this.
Retail Gazette looks at the retailers that currently work with Snapchat to show off their products with an AR experience.
The North Face
The North Face is using Snapchat’s AR Lenses to allow users to bring that mountain peak feeling into their own four walls – and put on their virtual jackets whilst using the app.
The North Face has used Snapchat’s AR feature ‘Dress Up’, which can be found in the app’s Lens Explorer to help shoppers try-on their products – and also have a bit of fun.
While Snapchat allowed Retail Gazette to try out the AR technology in front of a large screen, users are able to try out The North Face jackets through their phone screens with AR Explore.
Dior has teamed up with Snapchat to allow users to virtually try on sunglasses before purchasing them. In the AR experience, Snapchat users can test different styles of Dior sunglasses.
Clark says this is the next wave of technology that will make it easier for people to purchase with confidence in the future.
Puma has worked with Snapchat to drive awareness and generate nostalgia for its iconic Suede shoe.
The sportswear retailer has sought to target Snapchatters aged 16-30, in an effort to get them to engage with the brand.
Puma’s multi-product campaign allows Snapchat users to try-on both the Suede trainers and tracksuits. The campaign was featured in Snap Ads so it reached Snapchat users in both the camera and content, amplifying the overall impact.