Snapchat

News medias : Using augmented reality to enhance retail events and to aid purchasing decisions in mobile-based shopping, Snapchat is making a determined bid ...

Snap is also developing other projects, such as the Spectacles AR glasses and the Bitmoji Fashion characters for the metaverse, and the challenge for the US company will be managing to sweep the rug from under its competitors’ feet and becoming the first to harness the commercial potential of augmented reality. The Dress Up tool, launched in 2022, is designed to group together filters by different brands, and to both facilitate online shopping and help consumers find stores that sell specific products. Snap is placing special emphasis on its machine-learning and 3D object materialisation technologies, notably the wrist tracker tool that makes it possible to visualise how watches and bracelets are worn, and ray-tracing technology, which sharpens materials rendering, for example in the case of jewellery. At a presentation in mid-December in Paris, Snap highlighted the Snapchat functionalities designed to enable consumer brands, notably fashion and beauty labels, to interact with customers. In practical terms, Snapchat offers brands the opportunity to design filters that allow consumers to virtually try on shoes, watches and dresses. Snapchat users, by aiming their smartphone’s camera at the store front and scanning a “snapcode”, were able to access and play an AR-based arcade game, which tied in perfectly with JD Sports’s “King of the Game” Christmas ad campaign.