Snapchat team with BMW to launch its new AR 'try before you buy' Lens

 "At some point, we will look back and think, how we do not have a digital layer to the physical world," said Greg Jones, director of VR and AR in Google Digital Marketing Company Bournemouth  last month. It is a prospect that is crazy, but with augmented reality growing at that rate, it looks like 2018 really could be the year when AR comes of age, in the retail sector in particular.

To reinforce the prospect that, Snapchat launched this week a new AR 'trial augmented' Lens, a feature that enables customers to visualize how the product will look in the real world, before they buy. BMW cooperate with Snapchat for the opening, be the first brand that uses technology to promote the new X2 model, encouraging customers to interact with 3D virtual models of cars before they enter the showroom. Through the Lens, Snapchat users can customize the color of the car, and view it from all angles and change the location.

BMW increasingly want to attract a younger audience, and the audience is dominated Snapchat millennium. "Young and modern Snapchat - matching BMW and BMW X2 is perfect," said Jörg Poggenpohl, head of digital marketing at BMW, said in a statement. "We want to insert ourselves in an organic way into the environment and the world Snapchat users. It is the most meaningful way to cope with our fans in a style that matches the channel and target groups, "he added.

AR product previews hold great appeal in the retail sector, and some brands have experimented with the possibilities of this technology for some time. But through the integration of smartphones that we begin to see, such as Snapchat's new Lens, AR rapidly becoming more mainstream, and this time next year could feasibly second nature to experience AR through applications that may already be on our phones. This year saw the introduction of Apple ARkit, a developer platform for augmented reality, organized by IOS 11 (already used by Ikea and Anthropologie); while Google has launched Android Arcore for the audience (which GAP and many other brands have experimented with).

Statistics speak for themselves. Digi-Capital consulting firm estimates there were 900 million smartphones AR-enabled by the end of 2018. Furthermore, the study of the Digital Bridge showed that 69% of consumers now expect retailers to launch AR application in the next six months. In the US, a Daymon study recently found that 61% of consumers believe the AR is already affecting where they decide to shop, with 55% saying they think AR "making shopping fun".

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Consumer appetite for AR seems to be exploded in 2018, and offers an interesting potential for connecting the physical and digital worlds, in retail but also other industries. L'Oreal Makeup Genius application, for example, that use AR to let users Digital Marketing Agencies Bournemouth  virtually apply beauty products on their mobile phones, has been downloaded more than 20 million times.

For now, before diving headfirst into the strategy of the AR, the business will have to dig deeper into the customer and the audience their insights, learn more about channels their customers use most often, how they want to be communicated with, the way in which they like to interact with the brand , etc. the brands only have to think about investing in AR if it seems likely to move the needle on an important business destination, and not just because of the trend!

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