Gucci and Snap Partner on an AR ‘Try On’ to Sell Shoes
The earliest smartphone AR use-cases were of the gimmicky kind but the technology quickly made its way into more useful applications in retail. It has come in handy in the so-called digital “try-ons” and measurements during shopping. Various retail outlets, particularly in the beauty and fashion niche, have embraced augmented reality try-ons to boost their online shopping experience.
The latest implementation is in the Snap and Gucci AR try-on campaign to sell Gucci shoes. Through a new Augmented Reality Lens, Snapchatters can now virtually try on and buy some of the most iconic Gucci shoes via the messaging app.
The Snap Lenses will include four versions of Gucci shoes in two separate lenses. Each of the lenses will showcase two pairs of shoes.
The new Lenses will enable Snapchat users to virtually “try on” the shoes and see how they look. If users like the product after the AR try-on, they can directly buy it on Snapchat using the “Shop Now” button.
This represents the first time that Snapchat is using the AR try-on technology with a brand following the announcement of the feature in June this year during the Snap Partner Summit.
3D/AR Product Try-Ons are Slowly Gaining Steam
The trend towards AR-powered product try-ons is growing exponentially. At the moment, it appears to be the most easily deployable use-case for AR technologies in ecommerce and many retailers are implementing this solution in their ecommerce experience. This is also not the first time that Gucci is trying a digital try-on solution. Last year, the company launched a try-on function on its iOS app.
With the Snapchat try-on campaign, Gucci is now hopping to reach younger users. The campaign is running in several countries including the US, UK, Italy, France, Australia, Japan and Saudi Arabia.
The technology used in the Snap-Gucci try-on experience was developed by a Belarussian augmented reality startup.
Such an augmented reality use-case will not be limited to the fashion industry. Sony is currently providing an app function that enables users to overlay a TV on the wall and test out the different sizes.
The try-on comes at a critical juncture when many Snapchatters are exploring ever creative ways to engage with brands on the platform. With many retailers recognizing the opportunity of this AR function, try-ons are going to be critical in the future of commerce and will be an integral part of future shopping experiences.
Snapchat and Gucci also teamed up last year for the Portal Lens that transported Snapchatters to a Gucci-themed island. Gucci also sponsored Snap’s limited edition of its Spectacles augmented reality glasses.