K.-based digital retailer Shop Direct; and the global giant Coca-Cola — its cloud-based mobile platform aiming to help these companies augment their sites and mobile apps and boost online conversion rates and in-store sales in the process.

Presumably, Snapchat will use the tech to further enhance campaigns like we’ve seen in the past with, say, Starbucks, which launched a Snapchat chilled summer drinks campaign last summer, giving Starbucks drinkers the ability to superimpose a lens over a picture of their icy Frappuccino beverage and send it to their friends.

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