Walmart preps mealtime inspiration with shoppable Snapchat lens | Grocery Dive

Walmart’s efforts to grow its e-commerce sales recently entailed the introduction of shoppable augmented reality (AR) content on the photo-messaging app Snapchat. The retailer’s collaboration on the rollout of an AR lens seeks to inspire mobile users to make recipes with ingredients they have at home or can order from Walmart. The Walmart “Snap Scan & Shop” lens lets Snapchat users scan food items in a refrigerator or pantry with a smartphone camera to generate a list of 10 recipes that include those items. Allrecipes, the cooking site published by Dotdash Meredith, provides the recommendations and the ability to buy additional ingredients from Walmart, according to information shared with sister publication Marketing Dive. “The meal inspiration is intended to meet people where they are on their meal preparation journey on any day, whether that be by shopping in-store or online,” a Walmart spokesperson told Marketing Dive by email. “Through this activation, our goal is to shorten the distance between inspiration and purchase, however they choose to shop.” The introduction of the shoppable lens comes as more consumers buy products through social media apps like Facebook, TikTok, Pinterest or Snapchat. That activity is driving growth in social commerce, the global revenue…
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