Tech Pitch: GoInStore

Using smart glasses, AI, and an in-store salesperson, this start-up enables retailers to give customers a "first person viewpoint" of their products

Company name: GoInStore
Founders: André Hordagoda (41) and Aman Khurana (38)
Based in:
Launched: 2014

Very simply, what does your tech start-up do?

GoInStore is the award-winning pioneer of a first-person, “in-store” shopping experience for online customers.

Visitors to retail websites can video call the store via a one-way live video or two-way live audio stream and chat with a knowledgeable in-store salesperson, who is equipped with smart glasses and able to guide the customer in “first person” viewpoint through the store and explore products.

GoInStore helps retailers to maximise sales conversions, brand engagement and customer service using its unique server infrastructure and artificial intelligence (AI) engine.

Tell us why there’s a need – what do you disrupt?

For our target audience of retailers, there is a significant difference in conversion rates between their physical stores and their website.

Retailers selling everything from furniture to jewellery, high fashion to consumer electronics, often report as low as 10% of the level of conversion online when compared to their stores. One of the key reasons for this is the absence of human support in the sales process.

GoInStore disrupts this discrepancy by harnessing the strongest sales asset our retail clients have – their in-store sales experts – and deploying this talent immersively in the digital channel, thus boosting conversion rates, customer service and engagement.

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Are you funded?

Yes, we very recently closed £1m in seed funding.

What were you doing before starting?

André Hordagoda is a seasoned business development professional with more than a decade of experience in the technology and e-commerce sector, his expertise range from email marketing, web analytics and data through to personalisation. He has worked with, and grown, three start-up businesses through various growth stages – most recently as vice president of international and channel sales for Peerius.

Aman Khurana has over a decade of experience in technology-based solution sales. From his career beginnings as a technical consultant at computer software specialist Equisys through to heading up the commercial division for his own start-up, Khurana has been exposed to a 360-degree view of technology-based projects.

Before setting up GoInStore, Khurana’s most recent roles included the position of sales director at Peerius and client services director at search engine optimisation (SEO) specialist SEO Junkies. Prior to that, Khurana was the co-founder and CEO of professional training and coaching company MindAction. Khurana is a Microsoft-certified systems engineer and holds a degree in chemical and process engineering.

What’s the best thing about where you’re based?

We searched far and wide for our first office and it was a huge decision. We carefully weighed up cost, location and atmosphere. In the end we opted for the hustle and bustle of Camden Market. Not only is it incredibly vibrant, it is also fast becoming a hub for innovative start-ups.

On Fridays (aka Fat Fridays), a member of the GoInStore team is chosen and unleashed into Camden Market with the mission of finding the tastiest and most indulgent lunch possible to bring back to the office. Needless to say, some Friday afternoons are more productive than others…


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