We started HeroFi specifically to give physical retailers the ability to compete more effectively against digital.

Vlad Edelman, Chief Executive Officer of HEROFi loves to race motorcycles and comes from a family of classic musicians. “So, you’re the black sheep of the family because you have a head for business?” “Yeah,” he laughs. Formerly running CBS and ESPN Mobile, and then major ad agencies, Vlad has plenty of experience transforming insights into dollars for large brands. He and his company partner Trent Dethloff, president and co-founder, created the AI HEROFi Guest Experience Platform (GXP) which uses up to the minute data to communicate with retailers in real time through digital signage, mobile apps, tablets, email and loyalty programs. “We aim to fundamentally change the way retail operates. The GXP platform gives retail the ability to blend a broad variety of data sources, react to this data in real time, and do it at the individual store level in an automated and simple way.”

Currently the brand has started working with Westfield Malls using sentiment tracking cameras in the malls to see when people are shopping, who is shopping, at what times and for what. The aim is to support Westfield in multiple ways including giving the retailer the ability to adjust marketing communication almost immediately on digital signage. Example? Let’s say 60% of shoppers at a given time are mothers with their kids. Advertising on kiosks and in stores would change to promote kid friendly brands, like Gymboree. It also works by tracking which retailers are hitting their sales projection goals and immediately promotes them in the mall to drive sales to their stores if sales are down providing new ways for Westfield to support its retailers. It also supports the individual stores, receiving information about customer shopping habits, and immediately offering up promos and information on which items to put at the forefront based on who is shopping at that time. It’s similar to the way Amazon’s AI changes the web page you see and offer up suggestions to fit your current browsing and shopping habits. It’s one of the features data shows consumers appreciate most, only now, thanks…