Start-ups in retail technology are growing quickly and Retail Week is highlighting some of the best. This week Sensum is in the spotlight.

Sensum allows retailers to see how customers respond to their content and products using data-tracking wearable technology.

Sensum allows retailers to see how customers respond to their content and products using data-tracking wearable technology. Co-founder and chief executive Gawain Morrison explains more.

Founded: 2012

 Investment: A total of $1m from Technology Strategy Board, eSynergy, Future Foundation and private equity

 Founders: Gawain Morrison (chief executive & co-founder) and Shane McCourt (co-founder)

 Retail Partners: “Several major retail brands” – Sensum says it cannot reveal them because of  non-disclosure agreements.

What it does

 Sensum is a mobile platform that uses wearable technology to capture and analyse customers emotional responses to audio-visual content, be it an advert or store layout.

Sensum has been designed to be combined with traditional market research to gain insight into customers’ actual response to a product, as well as quickly identifying areas of dissatisfaction for the customer. Gawain Morrison says “Sensum allows brands and retailers to measure and develop a 360 understanding of the customers, how they experience their stores, website and product.”

What problem does the technology solve for retailers?

Sensum’s technology allows retailer’s to see customers’ real-time emotional response to a product as opposed to their reported response, as traditional market research offers. Morrison says this technology provides retailers with comprehensive customer insight as creating the ultimate physical and digital consumer experience becomes increasingly necessary.

He explains that Sensum “combines neurological data from wearable technology with annotations of what happened and when, allowing retailers to identify the way consumers engage at each point of the retail journey. They can then adjust shop floor designs, website interfaces and advertising campaigns to achieve the positive emotional response they desire.”

More information

www.sensum.co