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Snap Marketing Head Declares AR To Be The Future Of Online Shopping

In a panel at the TNW 2O21 Conference, Snap's Head of Marketing Jacqueline Rutgers affirmed the company's belief that AR would be the future of online shopping.

Of all companies out there, Snap would be the one to make such a bold claim so assuredly. Developers have invested thousands of hours into making the social media platform Snapchat as AR accessible as possible. In fact, Snap in general has had many AR led campaigns (one need look no further than their glasses), with online shopping being a big part of that entire process. In fact, a recent promotional event on the platform saw Snapchat utilizing AR to make sales happen during the pandemic. Via their phones' cameras, users could virtually "try on" clothes and other accessories, before choosing to buy them.

Rutgers makes it a point to mention that, based on collected data, that 94% of shoppers that used AR would be happy to do so again. On top of that, there are many online leading brands that are slowly leaning or inching their way towards AR technology being implemented. Alternate reality led equipment and features in general give off a very futuristic vibe that many such companies gravitate towards. The ability to try on clothes from the comfort of your own, while being a very accessible current reality, also sounds like one of pieces of tech from Back to the Future. AR may prevail simply on the basis of how interesting the technology is.

Another reason as to why we can expect an AR revolution has to do with simple convenience. Never has this been better understood and witnessed than across the COVID-19 pandemic. When users have the ability to shop and try out new looks, all from the comfort of their own, a potential goldmine is yours to explore. The pandemic mostly helped speed up a process that this author believes would have taken place anyways. AR and its associated quirks are being steadily used by companies new and old, provide a great alternative to physical shopping, and are generally attractive based on just how performatively sci-fi the technology is.

Snap's future plans with online shopping and AR weren't discussed with told much depth. However, the conversation can easily be followed by looking up highlights from the TNW 2021 Conference. A lot more was also discussed, rather than just the future addition of AR to Snapchat.


Photo: ERIC THAYER / Reuters

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