Google Ads: New AR Features For Shopping
Google Ads introduces new AR features to shop for beauty products and shoes, including a photo library to find foundation shades and a way to see sneakers in users’ spaces. Read on…
Shopping online is convenient, but it can be difficult to truly experience the product. So Google is making big improvements to AR shopping on their platform. They want to bring the most important aspect of a store – the product – to life. This has positive impacts on businesses sales funnels as well.
Find your foundation shade
One of the most challenging products to shop for online is foundation, as it’s a highly personal product and the slightest change in color or tone can make a big difference. The problem is, photos of foundation on models don’t always reflect the diversity of shoppers, and other times, you can only find images of the product’s packaging. This makes it hard to find the perfect shade and product. In fact, among online beauty shoppers, more than 60% have decided not to purchase a beauty or cosmetic item online because they didn’t know what color or shade to choose, and 41% have decided to return an item because it was the wrong shade.
To address this issue, Google are announcing a new AR shopping feature that makes it much easier to find your foundation match. Developed with guidance from beauty brands, their new photo library features 148 models representing a diverse spectrum of skin tones, ages, genders, face shapes, ethnicities and skin types.
Backed by Google’s technology, this library is a big step towards changing the way people shop for makeup online, helping you better visualize what different products look like on you.
Here’s how it works: Search for a foundation shade on Google across a range of prices and brands, like “Clinique Even Better Foundation.” You’ll see what that foundation looks like on models with a similar skin tone, including before and after shots, to help you decide which one works best for you. Once you’ve found one you like, just select a retailer to buy. Google hopes this new feature will make users’ online shopping experience more enjoyable and successful.
Try out products in 3D and AR
Google announced that they are also making it even easier for shoppers to discover products using 3D and AR. Just like you can view furniture in your own space with Google’s AR home goods feature, you can now shop for sneakers using AR as well. This means you can spin, zoom and see the shoes in your space as you decide if the color, laces, tread or sole fit your style.
You can explore products from brands like Saucony, VANS, and Merrell, with more brands coming soon. Any brand with 3D assets for sneakers or home goods can now participate. All you have to do is search for a sneaker type, like “Shop blue VANS sneakers”, and tap “View in my space”.
This new AR feature makes shopping for shoes more fun and interactive, allowing you to visualize how the shoes would look in your space and make a more informed purchasing decision.
Shoppers engage with 3D imagery 50% more than static ones. To that end, Google will be investing in new ways to create 3D spins of shoes. This process can be time-consuming and expensive for brands, but Google are determined to make it more accessible for all. You can expect to see this technology in use in the coming months.
Shopping online is convenient, but it can’t replace the experience of visiting your favorite store. However, Google are working on ways to make online shopping more life-like, so you can get your shopping done with confidence, and feel like you’re really there. Read more here on how to implement these ads into your strategy.
Want to incorporate these shopping experiences and ads in your marketing strategy? Get in touch and we can support: hello@barrkmarketing.com
(Source: https://blog.google/products/shopping/more-ways-to-shop-in-ar/)