Reimagining Startup and Enterprise Innovation

Belgium Startup Supercharging the Instore Experience for Fashion Retailers

Morbhen Rattray
Communications Manager, Oracle for Startups

Belgium-based startup Macty is using AI to supercharge the instore experience for fashion retailers while better connecting the offline and online worlds.

It’s no secret that high street retailers are struggling with the shift from physical to digital shopping. It’s widely agreed that the key to stave off this shift lies with the ‘in-store experience’, to create something unique and of value for shoppers that makes them want to step into the store rather than passively browse collections online.

An .eu Web Awards winner for innovation, Macty is using AI to help retailers enhance the experience for customers both in-store and online, leading to a connected retail experience.

Luxury lingerie designer and manufacturer, Van de Velde, uses Macty to deliver unique styling experiences in stores, where customers can upload photos of existing items to see recommended matching products from the Van de Velde collections which are selected using machine learning algorithms. Around 80% of shoppers report that they find the application fun and wish to use it in more stores.

The tools that Macty has built bridge the gap between offline and online, allowing a retailer to present a united offering to the shopper.  The solution delivers a holistic approach for brands to build their customer base by improving the experience through four innovative solutions:

Snap to Shop – This tool empowers users to shop more efficiently by allowing visual search. A user snaps a picture, Macty processes the image to identify all the relevant items and match the items in the store.

Complete the Look – Allows brands to connect and inspire customers on what to wear and how to combine pieces to create a complete outfit.

Find Similar Items – This tool allows an image search for customers to find items that look similar to substitute when an exact product is not available in store.

Consumer Insights – Provides brands with analytics built around store visitors; this tool can detect gender, age and emotion to help brands build customer profiles.

These tools, all built on Oracle Cloud, can be used as a package or as a stand-alone tool and are designed to be effective in the store environment. With bespoke applications such as interactive mirrors for personal styling, personalised inspiration stations or visitor insight capturing installations. These tools are all focussed on increasing sales for the brands Macty works with.

Macty is the brainchild of Susana Zoghbi and co-founder Ken Van Eyndonck who created the startup in 2017. The startup has been part of the Oracle for Startups program since 2018 to grow their business and they have attended events such as Oracle Open World London, Oracle Cloud Day Netherlands and Modern Customer Experience in Las Vegas, where Susana has been able to use Oracle’s platform to share insights from her startup journey.



“Partnering with Oracle has been a win-win for us in terms of growth and developing our cloud infrastructure. Oracle, as a strong partner with a strong name in the industry and lots of technical expertise has helped us massively. Alongside this, the connection with customers has been hugely beneficial.” Susana Zoghbi Co-Founder & CEO Macty

About Macty

Macty is an Artificial Intelligence startup with the mission to help retailers and fashion brands increase sales by enabling the latest in Computer Vision and Natural Language Processing. By allowing end users to insert pictures of items they want without using any language, Macty can deliver a bespoke service to help customers find items they are looking for.

Snapshot on Macty

Program Progress & Success:

  • Running 100% on Oracle Cloud infrastructure.
  • Oracle cheaper option for GPU’s.
  • Integration with Oracle Chabot via conversational interface allows deployment of solution to mobile devices seamlessly and with minimum effort for the consumer.
  • Timesaving to get up and running on cloud and less time spent babysitting cloud usage.
  • Ability to setup automated backup policies for block devices.
  • Budgeting for cloud usage with OCI is easy with no need to count I/O operations.
  • World class expertise: Oracle listened to and integrated feedback within a few weeks.
  • Exposure at Oracle events around the world building relationships with Key Account Holders in the industry.

JOIN ORACLE FOR STARTUPS: Sign up to receive free Oracle Cloud credits, plus access to business enablement and marketing resources for your startup. 


Be the first to comment

Comments ( 0 )
Please enter your name.Please provide a valid email address.Please enter a comment.CAPTCHA challenge response provided was incorrect. Please try again.