While Some Retailers Ignore Snapchat, Others Are Killing It With Lens And Geofilter Ads

Attention retailers: There’s a pile of missed marketing opportunities in Aisle 5 that needs to be cleaned up. Placed, a location-based data company, arrived at unflattering findings for brick-and-mortar chains after looking at which ones were often patronized by users of Snapchat, a veritable gold mine leading into the back-to-school season. Sixty percent of the 65 most-visited merchants, Placed discovered, hadn’t even bothered to launch an account on the mobile app that counts 150 million global users, many of whom belong to the coveted Gen Z and millennial demos. Merchants “don’t realize the incremental word of mouth Snapchat is creating,” said Kayla Green, director of digital strategy at Saatchi & Saatchi Los Angeles. “Most retailers are aware that shoppers are snapping in store, though it’s probably not top of mind for most,” added Chris Gilbert, senior social strategist at Kettle. Read more at Adweek.