practically every other<\/a> social network and messaging app on the planet has spent the last couple of years trying to make every pixel of your chats and pictures into a one-click purchasing possibility.<\/p>\nSnap\u2019s plans on this front are more ambitious than most. It\u2019s trying to take the whole shopping experience \u2014 you see a shirt you like on a stranger, figure out what it is and where to buy it, try it on, buy it, wear it, return it because everything looks better on Ryan Reynolds than you, rinse and repeat \u2014 and funnel it through Snap\u2019s AR camera. Through Camera Kit, most of that tech can also work within brands\u2019 websites and retailer apps. And there\u2019s always \u2014 always \u2014 a buy button.<\/p>\n
That\u2019s a lot to do, but Snap\u2019s moving quickly. The company announced on Thursday at its annual Creator Summit that it\u2019s expanding its AR try-on features that let users use their cameras to virtually try on glasses and clothes, and it\u2019s also creating an in-app hub called Dress Up that it hopes could be something like the future of the shopping mall.<\/p>\n
Dress Up isn\u2019t meant to feel like just a catalog of stuff to buy, though it certainly is that. Snap hopes it can be a little more fun and experiential than your average Amazon page. \u201cIt\u2019s not just a product-feed shopping tab,\u201d Carolina Navas, Snap\u2019s head of AR strategy and product marketing, said in an interview. \u201cNow, there\u2019s a really core utilitarian use case that we\u2019re also focused on driving,\u201d because obviously getting to buy things is how everybody gets paid, \u201cbut there\u2019s also a huge area of fashion that\u2019s all about self-expression and asking friends for advice and having fun with friends.\u201d<\/p>\n\n <\/p>\n <\/p>\n
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Dress Up is Snapchat\u2019s new hub for all your buying needs.<\/em><\/figcaption>Image: Snapchat<\/cite><\/p>\n <\/span><\/p>\n<\/figure>\n
When you open the Dress Up hub and pick an item, you\u2019ll be able to try it on through Snap\u2019s AR lenses but also take a picture of how it looks on you and share it with friends to get their thoughts. Dress Up will also have creator content, as well as tips and ideas from brands, all changing based on what you like, how you use the platform, and even where you\u2019re located. And everything everywhere can be bought in just a tap or two.<\/p>\n
AR shopping as a concept can seem sort of hokey \u2014 how many times do you really need to AR a couch into your living room to see if it fits? \u2014 but Snap says it\u2019s starting to catch on. More than 250 million users have used AR shopping lenses a total of more than 5 billion times, and Snap says its data shows those lenses convert a much higher percentage of possible buyers than a normal ad. And Navas said the appeal goes back to the idea that shopping is more than just purchasing. \u201cA lot of people think about the shopping funnel as ending at the purchase,\u201d she said, \u201cbut that is the beginning of the customer experience for a brand or retailer who is selling a product.\u201d She pointed to one company, Too Faced cosmetics, that lets users scan their new eyeshadow palette with the Snapchat camera to get a tutorial on how to use it. <\/p>\n
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AR shopping seems sort of hokey, but Snap says it\u2019s catching on<\/q><\/aside>\n<\/div>\nThe big challenge for Snap will be to grow its catalog to bring all the things people can buy into those AR experiences. So far, that has required a lot of specialized work building three-dimensional digital versions of everything you make, but Snap\u2019s trying to make it easier. It announced a new technology called Snap AR Image Processing, which is exactly what it sounds like: it uses machine learning to take regular product photos and turn them into 3D models. The tech comes from Forma, a virtual-try-on company Snap quietly acquired to improve its try-on experiences. All users need to do is take a full-body selfie, and they can try on almost anything. <\/p>\n\n <\/p>\n <\/p>\n
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Snap can now turn any product image into a 3D model.<\/em><\/figcaption>Image: Snap<\/cite><\/p>\n <\/span><\/p>\n<\/figure>\n
Snap has been working on the tech for about 18 months, Navas said, and has been testing it with a few brands before rolling it out to more businesses this year. \u201cThe actual process to build an AR lens has gone from an 8\u201312 week experience to minutes.\u201d The tech is new but impressive, she said, and, when combined with user-inputted information about height and weight and whether that shirt that fit in AR actually fits in real life, can get better fast.<\/p>\n
Snap, like every other platform trying to embrace in-app shopping, has to be careful not to let the buying experience overrun everything else. Snapchat users might like to shop their friends and favorite celebrities\u2019 looks, but they\u2019re going to like every photo they send being hidden behind a hundred buttons telling you where to buy their eye shadow, necklace, and the plant behind them. Navas said that\u2019s part of the reason Snap made Dress Up its own tab, rather than needlessly integrating the feature everywhere else. <\/p>\n
But she\u2019s also pretty confident people like to shop. A lot. \u201cWe\u2019re meeting people where their mindset isn\u2019t just, \u2018I\u2019m coming to this tab to buy a pair of Prada sunglasses.\u2019 It\u2019s, \u2018I\u2019m coming here to explore and have fun and discover products along the way.\u2019\u201d <\/p>\n
Related:<\/h2>\n<\/div>\n Source: https:\/\/www.theverge.com\/2022\/4\/28\/23046385\/snap-dress-up-ar-shopping<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Source: It\u2019s becoming a fundamental law of the internet: where people socialize, they must also shop. Instagram, TikTok, YouTube, Facebook, Twitter, Pinterest, and practically every other social network and messaging app on the planet has spent the last couple of years trying to make every pixel of your chats and pictures into a one-click purchasing […]<\/p>\n","protected":false},"author":1,"featured_media":4752,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[17,8],"tags":[18],"class_list":["post-4751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech","category-technology","tag-tech"],"yoast_head":"\n
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