FTF 2017 White Space Gallery – Dor
Is brick-and-mortar retail dying? The answer is not always easy to ascertain, given conflicting reports sounding the death knell for shopping as we’ve known it for generations or celebrating companies that are thriving. But Michael Brand, CEO of Dor—the innovative tech company that accurately and efficiently measures foot traffic in physical retail locations—takes a more nuanced stance on the issue. “There’s a lot of noise about the so-called retail apocalypse in the press, but we’ve found on the ground that the narrative of struggling retail simply isn’t true,” Michael says. “Brick-and-mortar retail itself isn’t dying—pure-play retail is.”
Michael points to “clicks-to-bricks” brands like Glossier and Eloquii as evidence that there is an interest in IRL shopping, provided customers are served a unique experience. “They’re opening pop-ups and flagship stores because they’re growing enough of a fan base to warrant creating a physical experience,” he says. For both clicks-to-bricks retailers and legacy brands with already-strong brick-and-mortar presences, accurate foot traffic data is crucial to understand whether or not a store is delivering on its experiential promises. That’s where Dor comes in.
Allow Michael to explain. “Dor uses proprietary thermal technology backed by advanced algorithms to deliver industry-leading traffic data,” he tells FTF. “Accurate, reliable customer data empowers fashion brands of all sizes to prove what’s working, learn what’s not effective, and drive efficiency throughout their organization. Traffic data in particular helps fashion retailers measure how effectively their marketing drives visitors to their stores, optimize staffing to meet customer demand and quantify their conversion rates.”
Dor, which runs on batteries and connects to a cellular network, promises up-to-the-hour insights accessible via an analytics dashboard that can be accessed on any device. Thus, it empowers retailers with the tools to make nimble adjustments proactively, instead of reactively.
“We’re excited about that future as we serve retailers of all sizes and backgrounds,” Michael says. “From where we’re sitting, it looks bright.”
See for yourself how it all works when Dor sets up shop in the White Space Gallery at Fashion Tech Forum on October 6 in Los Angeles. Before then, visit www.getdor.com for more information.
