Dive Brief:
- Snap last week announced the launch of AR Enterprise Services, a division of the company that will allow businesses to integrate its augmented reality technology in their own operations, “transforming the way they engage with consumers,” the company said in a press release.
- To start, the company is offering Shopping Suite, which provides Snap’s 3D Viewer, AR Try-On and Fit Finder tools to sellers for use on their own websites and apps. The offering gives users access to AR asset creation services and allows businesses to measure performance.
- The company said it currently has more than 300 clients using some of its Shopping Suite tools, including clothing brand Gobi Cashmere, fashion brand Princess Polly and eyewear brand Goodr.
Dive Insight:
Jill Popelka, head of Snap’s AR Enterprise Services, will manage strategy, sales, product, marketing, customer service and other teams for the new arm, according to the announcement.
“Through Snapchat’s AR technology, we have seen the evolution of AR from just entertainment and self-expression, to true utility for both consumers and businesses,” the company said in its announcement. “And, naturally, brands need to be able to engage with their customers beyond Snapchat and across platforms, including through their own apps and websites.”
Brands have been flocking to AR try-on technology for the past few years, particularly as the COVID-19 pandemic kept consumers away from stores. Leading up to the formation of its new business arm, Snap had attracted brands like American Eagle and Puma seeking to market their products virtually to shoppers. In a study commissioned by Snap and Publicis Media, the companies found AR technologies reduced returns and drove sales.
Meanwhile, Amazon debuted its AR technology for shoes last June, enabling consumers to virtually try on shoes from brands like Puma, Reebok and Adidas. In November, the e-commerce giant used Snapchat’s AR shopping lenses to let shoppers try on eyewear brands available from Amazon Fashion.
