The leading social media and technology company, Snap, is launching the first-of-its-kind augmented reality virtual mall in the Middle East and North Africa region. The mall is set to feature leading global brands, such as L’Oreal, IKEA, Namshi, and Samsung.

Users would be able to access the mall through a Snapchat World Lens. The feature will enable the shoppers to browse the virtual stores of the participating brands and navigate through their products on offer. They would be further redirected to the brand’s eCommerce site to complete the purchase.

Users can access the virtual mall lens via the lens carousel on the app’s home screen. It will also feature brand store lenses with the organic lenses on Snapchat’s Lens Explorer tab.

Ramadan is a vital period for retailers, especially in the region. Snap’s virtual mall provides them with a novel, more engaging way to capture users’ attention and drive more sales. For instance, retailers running Ramadan campaigns last year using an AR lens on Snapchat achieved a 4.3 times higher average purchase value compared to other promotional formats.

“Snapchatters in the region are seeking inspiration for their shopping experience this Ramadan. Today, shoppers want an experience that is more than just transactional,” said Jake Thomas, Head for the UAE at Snap.

In addition to the convenience and efficiency of online shopping, shoppers now also desire a true-to-life, the in-store experience delivered digitally.

Augmented reality, such as the features offered by Snap, accessible universally through smartphones, is emerging as a gamechanger for both retailers and their customers.

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