Verishop treats on its new Snapchat Shopping Mini – WWD

Verishop has become the newest fashion purveyor to discover Snapchat Minis, a product from the social video app that brings the features of a third-party, snack-sized app to the platform, Verishop CEO and co-founder Imran Khan told WWD.

Introduced last year, this feature paved the way for a select group of experiences in Snapchat apps, with 11 of them ranging from movie tickets to vote registrations. Verishop makes a dozen products, and with the launch, it aims to expand its reach with a shopping model designed for Snapchatters.

“We know that, while two decades ago, innovation in procurement was behind, in terms of infrastructure, the next two decades of innovation were ahead,” he said. ” he said.

Mini focuses on discovery in a distinct way, with 10 “moods” that Verishop believes will resonate with Snapchat users, with names like “The Flirt”, “Cottagecore”, “Free Spirited” ”, “Dark Academia” and others, denoting themes or aesthetics such as boho and goth. People can choose their mood that day, then click to view and buy curated fashion and beauty products. The goal is to offer something like a windowed version of online shopping for independent brands and direct-to-consumer.

The approach is unique, as mood is not available on Verishop’s main platform. That perhaps distinguishes it from the Poshmark, which its own Mini earlier this month acted as a showcase for featured Posh Parties and the full product portfolio.

Adding to the feeling of window shopping, consumers can also get their friends’ opinions on products as they browse. That’s the real social aspect of real-world shopping, and it’s been strangely missing from social commerce.

Snap seems to admit it when it reveals its plans to make shopping more social at Partner Summit in the May. In some ways, the Verishop Mini looks like a continuation of those intentions.

“Instead of having to balance multiple apps to copy and paste items they might find in the Verishop app, we can bring that into chat,” said Alston Cheek, director of platform partnerships at Snap Inc.

“We can really invent new ways, as we are doing with Verishop, to add a social class to shopping and invent new ways to shop with us,” says Cheeks. your friends.

With 280 million daily active users, chances are everyone will have at least some personal contact inside the app.

This aspect has a lot of potential and it comes in the age of accelerated online shopping. But instead of rushing to take advantage of features that could lead to buggy experiences, Snap is working directly and “intentionally” with partners, Cheek added. That’s why there aren’t many of them so far.

However, he said, the company aims to make the tools more open in the future, as well as integrate other features, such as augmented reality testing.

Even in their current state, Snap seems content with traction so far. In the first month, more than 5 million Snapchatters used Headspace Mini and more than 2 million people used Givingli to design digital Valentine’s Day cards, according to the tech company. Meanwhile, TurboVote Mini has helped a whopping 30 million users learn about the election and over 1 million registered voters.

Such numbers are sure to thrill Verishop’s Khan. And as Snap’s former chief strategy officer, he clearly understands the tech company’s priorities and vision and how it fits into his company.

The 3-year-old startup spent its first two years focusing on setting up its infrastructure and business. When Minis were announced in June 2020, it was like a way for the business to spread its wings. “We want to make sure that innovation happens on the experience you already love. And so in our second year, we were ready to expand our platform,” said Khan.

So it started working with Snap, as well as others, including Elle . magazine collaboration for a curated beauty collection. It also dives deeper into its own technological developments.

“The last six months have been incredible for us in terms of innovation implementation, hasn’t it? We’ve launched content – if you download our app you’ll see a feed of content and we’ve built images, computer vision to recognize other content and match them to the product ,” Khan continued. “We launched live streaming. We now have video reviews. You can visit our website and see all past live streams and we have cut them and made short clips of short videos. And we do it automatically. These are not done manually. And now we are launching Snap Minis. “

Verishop also created new augmented reality filters for Snapchat users. One allowed them to try mostly lip balms from clean beauty brand Kosas, while another featured sunglasses from Fifth & Ninth.

For now, the AR lenses are separate from the Mini. But, as Cheek pointed out, it may not be for long, and it may not be just for accessories and beauty products. Snap has gone to great lengths to make realistic dress rehearsals a reality, thanks to its work with virtual fabric simulations and 3D body meshes that map human shapes and movements. | Verishop treats on its new Snapchat Shopping Mini – WWD

Huynh Nguyen

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