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Aug. 11, 2017

Social Shopping may be AR’s best bet

BY Les Tapolczai

It seems like we’ve been talking about Augmented Reality (AR) for years. Unfortunately, most branded AR executions failed due to inherent complexities, poor user experience, and lack of true relevance to the consumer. But now newer, more powerful smartphones have made it easier for consumers to interact with AR, and tech companies are rushing to take advantage of this renewed interest.

With Snapchat and Pokemon Go providing evidence of both consumer interest and marketing opportunities, Facebook is quickly jumping into the AR realm. While allowing users to add bunny ears to the video stories was an easy first step, they revealed their future intentions with the announcement of an entire platform of AR experiences. Their goal is to get third party developers to use their platforms to create AR components for Facebook app properties. As Facebook continues to create integrated ecommerce functionality to their platform, it is obvious that adding an AR layer will only enhance the shopping experience for the consumer. Imagine an experience where you are able to see how a chair will fit into your living room or how a shirt looks on you while scrolling through your Facebook newsfeed. Now add in Facebook’s staggering amount of user data, and you have an opportunity for brands to deliver rich, targeted, and incredibly relevant AR shopping experiences.

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