Social media has become a part of our everyday lives and influences many decisions we make, including what to buy. The younger generations are especially influenced by the brands’ presence on social media platforms, especially Instagram. For this reason, luxury retailer Saks partnered with Yahoo Creative Studios to create AR selfie filters for Instagram.
The AR experience, which will be available until December 25, features a series of curated holiday gift ideas and allows users to try them on before deciding to buy them for themselves or for a loved one.
AR Selfie Filters That Influence the Buying Decision
From shoppable pins on Pinterest to influencer posts promoting various products on Instagram, social media has become an extension of online stores. By launching the AR selfie filter ahead of its holiday sales season, Saks wants to offer potential customers a different kind of shopping guide.
Thus, instead of looking at presentation photos and videos, consumers can actually try on Saks products using the AR selfie filter. Moreover, the selected gift ideas recommended by the Saks Instagram filter will not be random. Instead, the selection will use analytical data collected by Yahoo ConnectID to predict the user’s preferences.
How Yahoo Developed the AR Experience for Saks
Yahoo Creative Studios combined their AR development skills with the powerful Yahoo In the Know (ITK) Gift Guide. ITK relies on Yahoo ConnectID profiles to analyze the users’ behaviors online and understand their interests and preferences. This network is extremely popular – according to Yahoo, 87% of Millenials and Gen Z have a Yahoo ConnectID profile.
The AR experience (available on mobile here or by scanning the QR code below) leverages the ITK Gift Guide featuring Saks-curated gift ideas for the holiday season, with three different filters:
- a glam filter with jewelry and accessories for enjoying this season at a festive party;
- a ski slope filter featuring ski goggles and warm scarves for those who prefer the mountain slopes;
- a seaside resort filter with fashionable sunglasses and a sun hat for those who would rather spend their holidays on the beach.
Saks and Yahoo Reinvent the Holiday Gift Campaign
Instagram AR selfie filters are part of a larger media campaign for Saks products. The entire interactive shopping experience is aimed at taking advantage of the immense communication facilities offered by modern smartphones and fast wireless internet. Users can build a close and personal connection with the brand in a way that was not possible in the past.
The AR selfie filters allow them to experience the products, as well as the holiday travel ideas suggested by the retailer. This type of exciting interaction ultimately builds brand loyalty.