Snap's bet on AR is paying off as brands look to it for resolving ecommerce challenges

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 09, 2021, 4:13 PM GMT+0

Brands are relying on the app to reduce returns, enhance in-store experiences and track ad ROI.

Snapchat responded to the pandemic by introducing shoppable formats and Stores functionality. The app also invited advertisers and creators to connect their content directly to opportunities to purchase directly off the app.

The strategy has paid off with brands increasingly adopting Snapchat’s AR features to tend to broader business challenges. Earlier, Snapchat’s AR features were helpful in brands to enhance their marketing and engagement. But this use-case has evolved with retailers relying on it for virtual try-ons and ultimately reducing returns.

Snapchat is responding by lining up a slew of new features to brands enhance their own in-store experiences. Further on, the AR features will also connect a consumer purchase decision to a brand’s ad investment offering a better look at ROI. 

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