How Snapchat is ensnaring commerce | TechBuzz

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At Shoptalk Europe in London, Claire Valoti, Vice President EMEA of Snap, explained how Snapchat’s augmented reality filters can be used at home and in the stationary shop for virtual fittings.

Snap’s stand in the Shoptalk Europe exhibition hall at ExCel London is not large, but it’s well-attended. Again and again, visitors stand in front of the larger-than-life mobile phone and try out the social platform’s augmented reality filter for themselves. But at Shoptalk it’s not about putting on cat ears or turning the inside out with a cry filter. This is about conversion and sales.


Claire Valoti, Vice President EMEA at Snap, presented the relevant figures in her presentation: 250 million Snapchatters interacted 5 billion times with Snapchat’s product-oriented AR filters within the last year. 75 percent of the world’s population will regularly use AR applications by 2025. And: 56 percent of consumers believe that AR applications will support their purchasing decisions in the future.

“In the future, shopping will be more and more about the person and less about the product,” says Valoti. It’s less about what the product looks like or what it does – more about how well it suits a particular person or what it can do for that individual. Augmented Reality can help with this decision. “Because AR is just as easy for retailers as it is for consumers.”

Rain jackets on the selfie me

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The illustrated Valoti on a retail case: The Danish outdoor label Rains uses Snap Ads to lure Snapchat customers into its own shop and then relies on the platform’s AR technology to offer its online visitors a virtual fitting enable: Using the phone camera and Snap filters, customers can virtually put on Rains rain jackets and also move and rotate their Snap avatar with the products.

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Snap apparently sees a strong growth area in such commerce applications. There is now the central Snap application DrexxX, which shows users all products that can be tried on virtually.

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