Meanwhile, Puma found itself at the intersection of necessity and innovation during the COVID-19 pandemic. With physical stores closed, the sportswear giant sought to keep customers engaged and confident in their purchases. Harnessing Snapchat’s AR Lens Studio, Puma allowed customers to virtually try on sneakers by simply pointing their smartphone cameras at their feet. This innovation was not merely a gimmick; it was a vital strategy for a brand facing a new retail reality. The photorealistic 3D models made the experience as effortless as scrolling through social media, combining functionality and fun. Younger audiences, particularly drawn to the gamified aspect of the experience, embraced the ease and accuracy of virtual try-ons. While Puma hasn’t disclosed specific reductions in return rates, the positive impact of AR in providing a visual representation of products is well documented. What began as a temporary solution evolved into a lasting asset, especially in campaigns like their Porsche-inspired Motorsport sneakers.
These narratives reflect a broader truth: AR, VR, and 3D technologies are far more than flashy marketing tools; they offer genuine solutions to real problems in the retail space. By providing interaction, personalization, and confidence—elements that online shopping has historically lacked—these technologies increasingly shape consumer behaviours and preferences. For brands, the potential payoff is immense, paving the way for a more connected and engaging retail environment.
