Startup interview: Alexandre Gonfalonieri, Head of Innovation, DNA Global Analytics
RTIH gets the lowdown on Switzerland-based DNA Global Analytics, which is on a mission to close the gap between physical and digital retail experiences.
RTIH: Tell us about DNA Global Analytics
AG: DNA Global Analytics is a startup specialising in artificial intelligence and blockchain technologies applied to the retail industry.
We create tailor-made solutions to help retailers create new revenue streams using data-driven solutions (smart advertising screens, people counting system, etc).
We already have clients abroad and our goal is to finalise a prototype related to decentralised autonomous organisations using a multi AI agent system. It would be an autonomous store that can potentially belong to end-customers.
RTIH: What was the inspiration behind setting the company up?
AG: The aim was to create a digital experience by blending the physical aspect of the Points of Sale and create new revenue streams for retailers.
We wanted to build new phygital experiences through the use of breakthrough technologies and to improve the customer experience while shopping.
We believe data driven solutions can help brands create more relevant content and engage in a better way with customers. Moreover, with the rise of self-learning systems, we believe stores will ultimately become independent organisations.
RTIH: What has been the industry reaction thus far?
AG: We entered the retail industry knowing that many digital technologies are already set up within it. Our challenge was to find the right way to change these established digital means.
The reaction of the retail industry was just to welcome another startup/company with new technologies and compare them with others already set up in the market. However, the idea of building the first independent autonomous store has brought great interest from retail players.
We believe that the industry is curious about this potential new retail experience. But we need to build a scalable solution to convince industry leaders.
RTIH: What has been your biggest challenge/setback?
AG: Our biggest challenge is to create a name for DNA Global Analytics, within a market in full development with lots of companies working on the same issues and developing similar technologies to us.
Beyond the technical aspects of our project, it can be difficult to fully understand what should be done from a marketing perspective. Moreover, finding the right decision maker can also be very cumbersome.
Finally, I’d say identifying the right business opportunities in the current climate is not something to be underestimated. Some companies have decided to slow down their investments while others have made a different choice.
RTIH: What are the biggest challenges facing the omnichannel retail sector right now?
AG: The biggest challenge is to be heard clearly and be present as much as possible on every channel.
The aim is to have a clear message that every retailer can understand in order to help them and create a new experience for the retail industry by using data driven solutions.
Moreover, providing seamless customer experience, whether the client is shopping online from a mobile device, a laptop or in a bricks and mortar store, is very difficult due to the evolving shopping experiences.
Easily adapting the same content to every moment of the customer journey (online/offline) is a pretty strategic challenge.
RTIH: What’s the best question about your company or the market asked of you recently by an investor and a customer?
AG: An investor: What is the future of the retail sector in the wake of the coronavirus crisis?
A customer: What if your technologies don’t work and we can’t have more information about our customers?
RTIH: What can we expect to see from DNA Global Analytics over the next 12 months?
AG: We are developing with the aim of becoming a real tool for our customers and supporting them. Over the next 12 months, we want to develop our portfolio of customers in order to be an important partner for each of them.
Moreover, we intend to build our first fully autonomous store, leveraging both blockchain and AI agents. It will be a major milestone in our development.