Author: Lesya Liu / Source: Entrepreneur Snapchat is rolling out a new major feature, called “Snap to Store,” which will allow its advert
Snapchat is rolling out a new major feature, called “Snap to Store,” which will allow its advertisers to track and analyze foot traffic into their stores as a result of the platform usage.
The process, revealed in Snapchat’s S-1 filling, is pretty simple. When a user visits a brick-and-mortar business and applies a geofilter — a custom overlay on the image that shows the location — to their snap and sends it to friends or adds it to Stories, the network’s tool tracks all the friends who’ve seen the snap to determine if they visit the business in the following seven days. Interestingly, it also analyzes whether friends who did not see the snap still visit that business within a week.
A few large companies, such as Wendy’s, Paramount Pictures and 7-Eleven participated in the trial run of the feature. Wendy’s, for instance, found that the “Snap to Store” helped drive 42,000 additional visitors within a week.
Now that the feature is tested, it will be offered to all brands that spend a certain amount in advertising budget with the platform (Snap, Inc. declined to specify the spending level).
However, the new…