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SS19 Startup Spotlight: Nobal

Updated: Jul 15, 2019

As part of their proof-of-concept for Tryano, Nobal iMirror worked alongside Intelistyle to provide an integrated in-store solution to enhance the customer journey.


We sat with Thomas Battle (Nobal, iMirror), Kostas Koukoravas (Intelistyle), and Jonathan Guiffant (Tryano) to hear about what they’ve achieved during the program.


Thomas (Nobal): The internet has fundamentally changed how we interact with products and brands. Over the last decade retailers have built out massive e-commerce divisions to complement their physical stores, but they have trouble connecting both of these sales channels. NOBAL has built the iMirror to be the portal that connects the physical and the digital worlds. We started in the fitting room with the iMirror Digital Fitting room and we are looking to re-invent and re-imagine the entire shopping experience by bringing the best features of e-commerce to life in the physical world.


GH: Jonathan, what were the pain points you were trying to solve for by working with these startups?


Jonathan (Tryano): For Tryano, we were looking to solve for a few real pain points across the store and online. We wanted to transition from staff-styled outfits, to AI-styling solutions, powered by Intelistyle and integrated with the iMirror. With this, outfits could be shown on a digital mirror rather than an iPad.


Next, iMirror was able to overcome another major pain point; instead of sales executives leaving customers to bring items from the back of house, they are now able to send requests automatically to the BOH. This eliminates the time a customer spends waiting for a product.


GH: what are the use cases you developed for Tryano?


Thomas: We worked on the “Digital Fitting Room” ability to view inventory, product information and recommendations. Another is browsing a “Lifestyle Feed” – where customers can engage with the brand’s digital presence.


Kostas (Intelistyle): For Tryano, we focused on both online and offline experiences. Online we show outfits for every single item on the website; and in-store, we allow staff to filter the store’s inventory depending on the user’s body type, skin tone and hair tone and occasion. Front-liners can provide an experience that a stylist would. Additionally, following customers on multiple touch-points, we can track the same customer across two different platforms and understand who they are and what they like.

GH: What are KPIs you’ll be tracking to assess whether these POCs are a success?


Jonathan: With these solutions, we can offer customers access to our stock easily, seamlessly and efficiently – so we'll be measuring speed of delivery. By truly integrating the hybrid journey, customers have full control over their shopping experiences both online and offline – we'll be measuring customers who make purchases online of items they selected in-store.


GH: Based on the success of the POC, what are next steps for Nobal?


Thomas: After launching in store, we’ll be gathering and analyzing as much data as possible in order to determine the value of our offering. Eventually, we’re looking to explore RFID integration and expanding to other stores, while constantly improving the overall shopping experience. We see Tryano as more than just a client, but more of a partner in developing their store of the future.


Jonathan: Working with startups has been a rewarding experience, they’re truly hungry for success and willing to bend rules to meet our goals. Having them at The Greenhouse meant more flexibility, adaptability and attentiveness to our needs.


This is only the beginning of many impactful relationships between brands and startups – the results of the work are yet to be measured, but early indicators of success are already unraveling.


#startupspotlight #accelerator #entrepreneurship #retailtech #dubai #GreenhouseSS19