Introduction to Interactive Shopping
Dior is launching an interactive augmented reality (AR) e-commerce experience on Snapchat, allowing users to try on its B27 sneakers virtually and directing them to the purpose of sale. This move comes as many shoppers wish to buy holiday presents sooner than usual on account of the pandemic. The AR lens transforms Snapchat right into a direct distribution platform, reaching a broader audience of potential buyers who may not give you the chance to seek out the shoes in local stores, while also increasing brand awareness.
The Rise of Virtual Try-On
The virtual try-on feature provides users with a picture of what the B27 sneakers would appear like when worn, partially eliminating the necessity to try them on in-store. The pandemic has accelerated the shift towards digital shopping experiences, with many shoppers hesitant to spend time in physical stores on account of safety concerns. According to First Insights researchers, 54% of men and 65% of ladies stated that they didn’t feel comfortable trying on clothes in dressing rooms in May.
Impact of the Pandemic on Shopping Habits
The pandemic has led to a major decline in foot traffic at shopping malls, with the second wave of coronavirus cases affecting many countries. However, wholesale chains have performed higher, in accordance with location data company Placer.ai. As brands aim to succeed in homebound customers on their mobile devices, Dior is the newest to supply a virtual try-on experience on Snapchat.
Other Brands Using Virtual Try-On
Dior just isn’t the one brand to make use of virtual try-on experiences on Snapchat. Champs Sports recently became the primary sportswear retailer to supply AR sneaker try-ons using Snapchat’s technology. Hoka One One, an athletic apparel manufacturer, developed a mobile shopping experience with an AR pop-up store and virtual running shoe try-on in August. Other advertisers, including Clearly, Essie, Kohl’s, Levi’s, Jordan Brand, and Sally Hansen, have also offered virtual try-on experiences on Snapchat.
The Future of E-commerce
The integration of AR try-ons and e-commerce experiences on Snapchat is a sign of how the platform is combining its promoting technologies with online shopping. As digital B2C commerce becomes a greater focus for social media firms, Snap is promoting AR interactions as a key growth think about helping brands connect with their younger audience. With over 180 million of Snapchat’s 249 million users interacting with AR on daily basis, the corporate saw a 52% annual increase in sales to $678.7 million in Q3.
Conclusion
In conclusion, Dior’s interactive AR e-commerce experience on Snapchat is a major step towards the long run of shopping. As the pandemic continues to shape consumer behavior, brands are adapting to succeed in homebound customers on their mobile devices. With the rise of virtual try-on experiences and the combination of AR technology, online shopping is becoming increasingly immersive and convenient. As social media firms proceed to take a position in e-commerce capabilities, we are able to expect to see more revolutionary and interactive shopping experiences in the long run.
