Snap continues to invest in AR Shopping with a dedicated in-app feature and new tools for retailers.

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Snap Partner Summit On Thursday, maker Snapchat announced a series of new initiatives to use augmented reality technology to help with online shopping. Specifically, the company is introducing a new destination on the Snapchat app called “Dress Up” that will feature AR fashion and virtual fitting, and is launching tools that will allow retailers to integrate with Snapchat’s AR shopping technology in their own stores. websites and apps, among other updates to make the process of creating AR assets easier.

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Over the past year, the company has made strides in e-commerce based on augmented reality by providing its computer vision. “Scan” has a more prominent placement inside the “Camera” section of the application and supplement it with commercial opportunities. Earlier in 2022, Snap also released real-time pricing support and product details to improve your AR shopping lists.

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According to Snap, these improvements have led to increased consumer engagement with augmented reality commerce. The company notes that since January 2021, more than 250 million Snapchat users have used augmented reality shopping lenses more than 5 billion times.

Snap today announced that it will put AR technology directly into the hands of retailers, allowing them to use Snap AR try-on technology in their mobile apps and websites. Camera Kit for shopping with augmented reality.

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This AR SDK (Software Development Kit) will add catalog-based shopping lenses to a retailer’s own product pages so their customers can virtually try on their clothes, accessories, shoes and more. At launch, the feature works on the iOS and Android apps, but Snap says it’s coming to websites “soon” as well.

Its first global partner to use the technology is Puma, which will allow shoppers to virtually try on the sneakers via Camera Kit integration. Shoppers simply point their phone at their feet to see the sneakers they are viewing in an AR view.

Retailers will also have access to new AR imaging technology in Snap’s 3D asset manager, which Snap says will make it easier and faster to create augmented reality shopping experiences. Through a web interface, brands will be able to select their product SKUs and then turn them into shopping lenses, allowing them to create new lenses in seconds at no extra cost, Snap says.

To do this, partners will upload their existing product photos for the SKUs they sell, which Snap will then process through a deep learning module that turns them into AR image assets. The process uses AI to separate the clothing from the brand model photo, essentially turning standard photos into AR assets.

These assets can then be used to create new fitting lenses that shoppers can use at home while taking full-length selfie photos.

Image credits: Click; virtual fitting using full body images

The company is also adding new AR Shopping templates to its Lens Web Builder to turn these assets into Lense faster without having to understand AR development. Some apparel, eyewear, and footwear partners can try this in beta today, with Snap expanding the feature later to include furniture and bags.

In this regard, Snap provides consumers with more space for augmented reality shopping in its own app.

Snapchat will introduce a new in-app destination called “Dress Up” where users can view and find new fittings from creators, retailers and fashion brands in one place. Dress Up will first be available in the Lens Explorer, but will soon be added with a single tap from the camera in the augmented reality panel.

Image credits: Snap dressing function

Users will be able to return to their favorite clothes and other products by going to the new shopping section from their profile, where they can view the items they have favorited, viewed recently and added to their cart.

As another example, Snap reports that Zenni Optical augmented reality lenses have been used by users over 60 million times, and lenses using Snap’s “true size” technology have been shown to deliver a 42% higher return on advertising spend per compared to lenses without lenses. characteristic.

Finally, in the realm of virtual fashion, Snap’s Bitmoji is also getting an update. To date, over 1 billion of these mini avatars have been created that people enjoy dressing up as virtual fashion items. Snap says fashion brand partners will now be able to sell “Limited Edition” Bitmoji fashion items exclusively to Snapchat users.

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