Snap’s latest launch may be one of its biggest for AR shopping, as product catalogs meet augmented reality on the platform.
The tech company sped up a few things on the brands’ side as well. Instantaneous results quickly lets them see which products and promotions are working and which ones aren’t.Snapchat
Another change turbo-charges its Lens Web Builder, a free online tool launched last year to simplify the creation of AR Snapchat lenses for brands. It’s even simpler now, Snap promised, with AR shopping templates and even fewer clicks to the process. Brands can churn them out in as little as two minutes. The tool opens to beauty partners first, but plans are in the works to roll it out to other verticals soon.
Cosmetics giants have been beta-testing the catalogue-connected AR. According to Snap, Ulta Beauty took an “always-on” AR approach with its trial. The description seems debatable. The Lens Product Card appears as a virtual layer, but tapping on it conjures pretty standard-looking information and checkout pages. However, the beauty retailer did run the catalogue-fueled Shopping Lenses on a continuous basis.
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