Snapchat is now offering an additional way for marketers to utilize its AR Landmark feature, by adding a new Custom Landmarkers option in Lens Studio that lets anyone build a location-locked AR experience.
As Snap describes:

"In 2019, we began with templates of 30 beloved sites around the world which creators could build upon called Landmarkers [.] But there is an infinite number of places for our AR creator community to build anchored, location-based Lenses – ranging from experiences that are entertaining, educational, or can even help businesses grow.". Today, we are launching Custom Landmarkers in Lens Studio, letting creators pin Lenses to local places they care about-from statues to storefronts-to share richer stories about their communities through AR.

As Snap explains, Landmarkers let creators build location-specific AR experiences, tapping into existing, real-world infrastructure with digital effects.
Custom Landmarkers will give you the opportunity to create your own AR effect linked to any location such that you might be able to, for example, build an AR graphic that elaborates on your store logo or tells your business story through AR means.
Of course, that would take a little bit of technical savvy to do - though another option is to collaborate with a creator building a custom AR experience on Snap; that's still another way in which you can reach your audience.

And Snap, of course, is also developing its own AR-enabled glasses, so that could become an even more worthwhile, compelling experience in the not-too-distant future. Soon, for example, customers will be able to see your new AR designs and features as they walk by, simply by looking at your storefront in AR – or you might show special deals, products, etc. Currently, though, Snap writes that Custom Landmarkers will instead be located from physical Snapcodes at a landmark, or on a Lens Creator's profile.

It is not yet a priority for most brands, but it might quickly become a much bigger deal and makes sense for Snap to move on the opportunity now, offering new ways to start building in AR.

The company also released its first Snap AR certification on Snap Focus, thus giving another way to boost your AR knowledge.

It's really interesting how Snap has managed to remain a leader in the field of AR despite rising competition from more considerable players. And as things progress, that could become a much more substantial component for the app.