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Snap launches new AR tools for virtual shopping

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Diving brief:

  • Continuing its augmented reality push, Snap unveiled a suite of new AR tools for brands, the social network announced on Thursday.
  • With Snap’s 3D Asset Manager, businesses can create 3D models for their products featured on the app. Brands can also use the app’s Camera Kit for AR Shopping to integrate Snapchat’s augmented reality trial tools into their own apps. The app’s AR image processing technology allows brands to use existing product photography to generate augmented reality assets for Snapchat AR try-on Lens experiences.
  • Brands can also use Snap’s AR shopping templates to import their product catalog and create AR shopping catalog lenses. Meanwhile, users can try on styles virtually with the Dress Up tool, which lets Snapchatters browse and share products in the app.

Overview of the dive:

Snap’s focus on AR engagement appears to be working for consumers and brands.

Over 250 million users have used the shopping AR lenses more than 5 billion times since January 2021. For example, after Zenni Optical created a set of AR lenses for its glasses, users tried the lenses more of 60 million views, which yielded a 42% increase in return on ad spend compared to no Lenses, the company said.

Snap got other companies to engage with its AR technologies. The company has made Puma its first international brand partner to use its Augmented Reality Shopping Camera Kit, which allows users to virtually try on its shoes. The company also noted that it plans to add new product categories such as furniture and handbags to its AR Shopping Templates tool, which will allow users to visualize how 3D models of their desired items look. will integrate into their space.

Snapchat introduced new AR tools and collaborated with brands like Gucci and american eagle to create virtual reality experiences for shoppers. In January, the social media app Shopping lenses unveiled to allow users to view multiple products in one place. Other companies, including Ulta Beauty and MAC Cosmetics, have also tested Snapchat AR tools that allow buyers to browse their catalogs of items.

As the social network promotes these tools to brands and users, research suggests that AR technology could be a tool for connecting with younger shoppers. According to a recent Snapchat survey of 16,000 userss, 92% of Gen Z consumers enjoy using AR technology for online shopping. Besides, According to the report, Gen Zers are more likely than millennials and Gen Xers to purchase a product they first experienced using AR.