Top new businesses of 2014: Smartzer

The retail app bringing rich experiences to customers through shoppable videos

Founder: Karoline Gross
Launched: September 2014

Interactive video content has appeared in numerous incarnations since the 90’s with varying degrees of success. Smartzer is an app that seeks to finally optimise the uses of this technology by making videos shoppable.

With video tagging technology, users can simply click or touch items they see on screen, in catwalk videos for instance, to reveal more information about particular products and add them to a shopping ‘wishlist’.

Founder Karoline Gross – who appeared on Dragons’ Den to promote her idea earlier this year – wanted to create an interactive video solution for TV and movies across various verticals. But after realising the specific needs of each industry, Gross and her team of five (who all have fashion experience) decided to narrow the focus to fashion and retail, an area that suits the platform well.

Like all the best retail apps, Smartzer benefits the brands and the consumer equally. Each time a user adds an item to their wishlist, an email is sent to the brand allowing them to monitor interest in certain pieces and adjust their stock as necessary. Furthermore, this creates the opportunity for highly targeted email marketing at individual customers.

With a number of high profile clients already on board – including Whistles and London Fashion Week – and claiming new product features in the pipeline to enhance the shoppable catwalk experience, it will be interesting to see how this revolutionary start-up develops throughout 2015.

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