Snapchat debuts ‘shoppable AR’: Adidas and Coty first brands to sign up

19/04/2018

Snapchat is combining augmented reality with e-commerce with a new 'Shoppable AR' feature.

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Under the new system, Snapchat users in the UK and US can buy products via within the messaging and camera app.

The technology works by letting advertisers add a 'button' onto any AR lenses they are running on Snap. This button has the ability to complete a number of actions, including directing users to retailers' online stores or apps where they can purchase the products, all in a click.

Four brands launching Shoppable AR Lenses are:

• Clairol (Coty) (AR beauty product trial for Color Crave + website)
• adidas (AR experience for Deerupt Runner Shoe + website)
• King (AR Candy Crush experience + app install)
• STX Entertainment (AR Amy Schumer ‘I Feel Pretty’ Lens + film trailer video)

Peter Sellis, Director of Revenue Product, said: “Shoppable AR Lenses give brands a new way to leverage our unique scale — more than half of the 13-34-year-old population of the US plays with our AR Lenses each week on average — to drive real and measurable ROI, whether that’s through sales, downloads, lead gen, or video views.”

Shoppable AR’ Options

Website - the most “shoppable” capability, this gives users a tappable button to view an instantly loaded web page. Created for retailers and e-commerce companies to use an AR Lens to drive traffic to a product page, sign-up form etc.

Video - combines an immersive AR experience with a long-form narrative in a simple tappable package. Full-length game or film trailers, short films, how-tos or behind-the-scenes footage, advertisers can add a video up to 1GB in size.

Install - turn a gamified AR Lens ad into a DR unit with a button to drive app installs or re-engagement (opens the app if the user already has it downloaded).

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