AR shopping, while not exactly new to mobile marketers, is seeing strong interest this holiday season, with New Balance’s activation just the latest example.
Amazon Fashion is leveraging Snapchat’s Shopping Lenses to enable users to try on thousands of eyewear brands in its Fashion Store. Shoppable experiences on Snapchat are a key element of American Eagle’s holiday marketing strategy. Even Disney has partnered with Snapchat on a Lens that envelops users in a blue hue to ape the upcoming “Avatar: The Way of Water” film.
More than 100 million consumers worldwide are using AR while shopping online and in-store this year, according to Deloitte research cited by Snap. Additionally, a study from Publicis and Alter Agents (in partnership with Snap) found 80% of shoppers felt more confident about their purchases after incorporating AR into their journeys. Two-thirds of consumers who use AR are less likely to return their purchases, and the tactic has found strong favor with Gen Z.
“Consumers continue to shop online and, more importantly, on their devices, so we know they are hungry for fun and useful touchpoints for holiday shopping,” said Sharon Silverstein, head of U.S. Verticals at Snap Inc., in a statement.
