Augmented reality stands for a prominent role for customer journey. A futuristic perspective, or a reality of imminent implementation? Will Scougal, Director of Creative Strategy of Snap replies

According to Scougal, it depends on who the client is. Augmented reality has been widely adopted by a wide range of sectors and categories, mainly due to its ability to generate real results with the audience of Millennial and Gen Z.

• Our recent research called • The future of shopping • • The future of shopping • carried out by Foresight Factory in 12 countries including Italy • has shown that 13% of Italian consumers have already used The trends identified in the report see a use of the AR in the growing purchasing processes by 2025: according to the forecasts, in less than 5 years the percentage of Gen Z consumers who will use the AR before buying a product will grow by 27%, which means

Offering customers and prospects user experiences that are personalized and appealing is crucial for modern retail. How can L.A.R. support organizations?

Augmented reality has allowed brands in multiple sectors • Beauty, Luxury and Fashion • to transform some areas of their business and identify alternative ways of engagement of customers, with a consequent impact on sales.

Considering that more than 200 million people use Snapchat’s AR daily to communicate, explore the world and try and buy products, this is undoubtedly an area where we continue to invest. In fact, one of the main investment areas for Snap was shopping through AR and virtual try-on solutions based on the AR. We are constantly committed to supporting companies in using the AR, offering them easy-to-access tools, and we can rely on a large community of creators that brands can use. We really consider the AR as the next radical turning point in computing technology, as well as a crucial lever for companies that want to reach their customers and connect to them in completely new ways.

From our study • The future of shopping • • • it emerges that for more than 2 Italian respondents out of 5 (42%) the impossibility to try the products before the purchase is the main criticality of online shopping. The virtual AR-based try-on provides a solution to this problem, proving its enormous potential to bridge the gap between traditional retail and the e-commerce. The report also pointed out that, among Italian consumers who have already used the AR to shop, 56% said that this technology convinced them to conclude the purchase. We firmly believe that the introduction of the AR in the e-commerce sector offers the safest way to differentiate the purchase path, as well as to increase earnings.

What are Snapchat’s strategies for augmented reality?

Guided by the idea that design combines functionality and aesthetics, we aim to build what we believe will add value and utility to the everyday life of people when they choose to use augmented reality.

Snapchat has always seen the camera as a powerful means to understand the world around us, inviting people to express themselves, cultivate their creativity and explore. Our vision of the camera has evolved over time: from a physical tool to capture special moments and turn them into memories, it has become a device capable of enriching the communication

This camera-focused approach of ours has proved to be crucial to allow the public to familiarize themselves with the use of the AR, and it is already changing the way people communicate with each other. Thanks to the AR, Snap has also been able to develop the camera as an experience, giving users moments of leisure through the Lenti, which are able to change in real time the appearance of the surrounding world and discover unknown aspects. In addition, users can turn the camera into a search bar and perform activities such as shopping or even try out clothes thanks to the Scan function.

The Snap camera connects the physical world to the digital world, serving as a direct Internet access point for the. The numbers confirm this: 306 million Snapchatters worldwide use the Snap camera to create an average of 5 billion Snap every day. Of these, over 200 use Snapchat lenses more than 6 billion times a day.

Let’s talk about the Italian market: what is the situation of Snap and what are the main differences with the main European markets?

L.A.R. is an experience that you choose to do, a person must decide to use augmented reality; then, it is a whole-round experience, involving sight, hearing and touch. I think that for any advertiser there is no better situation than to be able to count on a user who represents the right person, in the right place and at the right time. I think that people worldwide, and not only in Italy, appreciate the value of a personalised advertising experience as much as possible.

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