Snapchat is probably used to the fact that Facebook is now copying its functions, but Apple, which borrows a page from its playbook, is probably a little more surprising.
But that's exactly what happened because Apple added custom actions to its AR. Quick Look protocol for web-based AR content that has some impact on Snapchat's shopable AR e-commerce platform.
In browser-based AR features on iPhones and iPads running iOS 13.3 or later, developers can add Apple Pay buttons for instant purchases, custom buttons with different prompts, or rich text banners with additional information.
With the update, retailers can enable customers to immediately buy what they see in AR using the Apple Pay button. The custom buttons allow retailers to instruct customers to add an item to their online shopping cart or display a matching item by essentially creating an HTML banner embedded with a URL.
Just in time for Valentine's Day, 1-800-Flowers is one of the first retailers to implement the new tool. Customers browsing the Valentine's Day specials on 1800flowers.com can view selected products such as the Enchanted Rose Medley bouquet on their own table with an Apple Pay button to purchase the product.
Other retailers implementing the new feature are reported to be Home Depot, Wayfair and Bang & Olufsen.
Custom Actions equates AR Quick Look with Snapchats Shoppable AR, which advertisers can use to add actions such as: B. Buy products online, visit websites, watch a video or install / open apps.
Snapchat has with its Shoppable AR platform with Disney, Levi & # 39; s, Kohl & # 39; s, Blizzard Entertainment and Jack in the Box and New Balance among the brands that use the tool in their AR marketing campaigns.
But Apple's AR Quick Look, like Google's Scene Viewer for ARCore on Android and 8th Wall's web-based platform, is ubiquitous on his side. The daily growth of active Snapchat users last year of up to 218 million in the fourth quarter of 2019 is impressive. However, it pales in comparison to mobile web access, which is standard on every smartphone and tablet – no app installation required.