Snapchat, the widely popular social media platform recognized for its augmented reality (AR) filters, is making significant strides to expand its presence in the AR shopping domain. With a vast user base of over 363 million daily users and countless filters used each day, Snapchat has a prime opportunity to leverage its AR technology. The company has invested in AR solutions and recently unveiled an AR studio in Paris, which serves as a showcase for its potential.
In an exciting collaboration with the Centre Pompidou in Paris, Snapchat applied AR filters to the facade of the renowned museum, allowing users to engage with the establishment in a unique and interactive way. This initiative specifically targeted Snapchat’s predominantly young user base, as a staggering 94% of 15 to 24-year-olds in France are active Snapchat users. Similarly, British sport retailer JD Sports harnessed Snapchat’s AR capabilities to drive foot traffic to its flagship store in London during the holiday season. Users could scan a special “snapcode” displayed on the store front to access and play an engaging AR-based arcade game, perfectly complementing JD Sports’ Christmas ad campaign.
Snapchat recognizes retail events as a significant driving force and is determined to demonstrate the value of its AR technology to consumer brands, particularly those in the fashion and beauty sectors. Geoffrey Perez, the global head of luxury at Snap Inc., highlights the immense potential of AR in enhancing the online shopping experience. Studies conducted by Snapchat have shown that AR improves conversion rates in 80% of cases and reduces returns by 66%. Returns pose a considerable loss for retailers and also have detrimental effects on the environment.
From a practical standpoint, Snapchat offers brands the opportunity to create filters that allow users to virtually try on products such as shoes, watches, and dresses. The company has developed both 2D and 3D options, utilizing photos and videos to accurately display products on users’ images. Snapchat’s machine-learning capabilities and 3D object materialization technologies further enhance the renderings, ensuring a realistic representation of the products.
Furthermore, Snapchat introduced the Dress Up tool in 2022, which aggregates filters from various brands to simplify online shopping experiences. In its pursuit of immersive online shopping, the company has already formed partnerships with renowned brands like L’Oréal, Pandora, MAC, Puma, and Dior. Collaborating with well-established fashion and luxury brands allows Snapchat to secure new commercial opportunities and solidify its position in the market.
However, Snapchat faces fierce competition from tech giants such as Meta (formerly Facebook) and the Chinese social media platform TikTok. Both companies are investing heavily in similar AR technologies, developing their own AR software and tools. Snapchat is also exploring projects like AR glasses and Bitmoji Fashion characters for the metaverse. To maintain a competitive edge, Snapchat must leverage its existing user base and be the first to fully capitalize on the commercial potential of augmented reality.
Useful Links:
1. Snapchat AR
2. Snapchat Statistics
