Snap expands AR shopping tools and Lens features

Anne Freer | January 28, 2022

App Business

Snapchat just upgraded its AR shopping features by expanding its Shopping Lens tools and giving advertisers even more analytics to check out. 

Consumers will benefit from enhanced product information as part of the AR shopping experience. 

Product pricing and key information as well as descriptions and purchase links on Lens Product Cards will make it even easier for them to try on products and check them out directly from the app. 

Consumers can simply swipe through the different AR product options.

Snap also bolstered its analytics tools for brands and advertisers for a more immediate overview of the products that resonate the best with the app’s audiences. 

This information can then be used by brands to optimise their Shopping Lenses. 

“Augmented reality is changing the way we shop, play, and learn, and transforming how businesses tell their stories and sell their products,” said Jeremi Gorman, Snap’s chief business officer.

“Starting today, our revamped AR Shopping Lenses will mean a more engaging experience for our Snapchat community, and enable a faster, easier way to build Lenses for businesses — directly linking Lenses to existing product catalogs for real-time analytics and R&D about which products resonate with Gen Z and Millennial audiences.”

Snap recently beta-tested the AR Lenses with MAC Cosmetics and Ultra Beauty. MAC, for example, saw 1.3 million try-ons costing $0.31 per product trial that resulted in a 17x higher lift in checkout and 2.4x higher lift in brand awareness. Purchase intent was up 9x. 

At the same time, the company is making it easier for brands to create their own AR Shopping Lenses through a dedicated Lens Web Builder. For now, the tool will be restricted to beauty brands. 

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