Introduction to Augmented Reality Commerce
The COVID-19 pandemic has accelerated the expansion of augmented reality (AR) technology, transforming it from a novelty to an important tool for businesses. As the world slowly returns to normal, marketers are taking notice of AR’s potential in commerce, particularly in the sweetness and retail industries. Estée Lauder’s recent launch of an AR foundation try-on feature on Snapchat is a primary example of this trend.
The Evolution of AR on Snapchat
Toccara Baker, EMEA product marketing at Snap, notes that AR on Snapchat began as a type of entertainment but has evolved into a robust tool for utility and commerce. By leveraging AR, brands can connect with customers in progressive ways, providing immersive experiences that drive engagement and sales. Snapchat’s unique approach to e-commerce, which relies heavily on AR, sets it other than other tech giants.
The Rise of Virtual Try-On
During the pandemic, virtual try-on features have change into increasingly popular, allowing customers to try on products remotely. Estée Lauder’s AR foundation try-on feature, which offers 60 shades of foundation, is a major development on this area. The feature has already shown promising results, with the corporate’s initial campaign attracting greater than double the expected impressions.
The Power of AR in Commerce
Baker highlights that 75% of Snapchat’s every day audience interacts with AR, demonstrating the technology’s vast potential. As the platform continues to boost its development tools and features, more brands are taking notice. The introduction of 3D body tracking, foot-tracking, and room mapping has opened up latest opportunities for clothing, shoe, and residential décor brands. AR is revolutionizing industries, including beauty, retail, and entertainment, with interest also coming from the auto and travel sectors.
Enhancing the AR Experience
To improve the AR experience, Snapchat is working on training machine learning algorithms to smooth out the technology. This includes matching skin tones, mapping body parts, and tracking movement. The latest innovation in hand-tracking detects 24 points and specific gestures, creating latest opportunities for clothing and jewellery try-on. As consumers change into more comfortable with AR, it’s more likely to change into an integral a part of the shopping experience.
The Future of AR Commerce
Phaedra Poulimenou, performance group director at Manning Gottlieb OMD, believes that the probabilities of AR are infinite when brands think creatively. As the pandemic subsides, AR is poised to play a major role in the longer term of experiential retail. Rather than conflicting with the return to physical stores, AR can drive consumers to counters and enhance the general shopping experience.
Overcoming Challenges and Embracing Opportunities
While some may query the size of Snapchat’s audience, Poulimenou argues that AR generally is a powerful tool for driving sales and engagement. As social media platforms proceed to evolve, it is probably going that AR will change into an increasingly vital a part of the marketing mix. With the rise of TikTok and Instagram, the competition within the AR space is heating up, but Snapchat stays a frontrunner on this area.
Conclusion
The growth of AR commerce throughout the pandemic has been remarkable, and its potential extends far beyond the present crisis. As marketers and businesses, it is important to remain ahead of the curve and explore the probabilities of AR in commerce. With its ability to offer immersive experiences, drive engagement, and enhance the shopping experience, AR is about to play a major role in the longer term of retail. As the technology continues to evolve, it would be exciting to see how brands leverage AR to attach with customers and drive sales.
