Snap Marketing Head Says AR is the Future of Online Shopping / Digital Information World


In a panel at TNW At the 2O21 conference, Jacqueline Rutgers, Chief Marketing Officer of Snap, affirmed the company’s belief that AR will be the future of online shopping.

Of all the companies, Snap would be the one to make such a bold statement with so much confidence. The developers have invested thousands of hours to make the Snapchat social media platform as accessible as possible in augmented reality. In fact, Snap in general has had a lot of AR-led campaigns (just look beyond their glasses), with online shopping being a big part of the whole process. In fact, a recent promotional event on the platform saw Snapchat using AR to drive sales during the pandemic. Via the cameras on their phones, users could virtually “try on” clothes and other accessories, before choosing to purchase them.

Rutgers is keen to mention that, based on the data collected, 94% of buyers who have used AR would be happy to do so again. On top of that, there are many big brands online that are slowly leaning or moving towards the implementation of AR technology. The equipment and features driven by alternate reality in general gives off a very futuristic vibe that many such companies gravitate towards. The ability to try on clothes comfortably, while being a very accessible current reality, also resembles one of the technologies in Back to the Future. AR can prevail simply on the basis of the interest of the technology.

Another reason we can expect an AR revolution has to do with simple convenience. Never has this been better understood and observed than through the COVID-19 pandemic. When users have the opportunity to shop and try on new looks, all from the comfort of their own comfort, a potential gold mine is yours to explore. Above all, the pandemic has helped speed up a process that, according to this author, would have taken place anyway. AR and its associated quirks are used regularly by new and old businesses, provide a great alternative to physical purchases, and are generally attractive due to the performance of sci-fi tech.

Snap’s future plans with online shopping and AR haven’t been discussed in much depth. However, the conversation can easily be followed by researching the highlights of the TNW 2021 conference. Much more was also discussed, rather than just the future addition of AR to Snapchat.

Photo: ERIC THAYER / Reuters

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