Dec 16, 2020
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Carnaby Street boosts Christmas spirit with Snapchat's AR snow

Dec 16, 2020

Snow may the last thing UK retailers are dreaming of this Christmas but a visual interpretation of snowfall could be an added incentive to draw shoppers.


And with London retailers needing as much pulling power they can muster, Snapchat has used its AR capabilities to bring a bit of festive magic to Carnaby Street.

The multimedia messaging app has adapted its Local Lenses technology to create the illusion of snowfall at the famous shopping destination via the Lens feature.

Snapchatters can also use a paint cannon to give stores along the street festive makeovers. 

Retailers have focused heavily on making shoppers feel as festive as possible this year with M&S, for instance, having said that it would be offering up more Christmas music in-store to boost the feel-good factor in its newly-reopened shops.

It's all about getting consumers to feel there's a real reason to visit the physical spaces. And with London having moved into Tier 3 as of this week, which means cafes, pubs and restaurants are closed for on-premises dining, retailers and landlords really do need to do all they can to make consumers feel their trip isn't just about buying things. With snow inextricably associated with Christmas (despite it being a December rarity in London), this initiative is just one more move in that direction.

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