Digital Retail Apps was founded in March 2012 by Wendy MacKinnon Keith to create a consumer driven world class platform for retail shopping that better matches the way consumers prefer to shop, without any friction or barriers across retailer, channel, device or mode of payment. After completing an MBA at Ivey School of Business in Canada, Wendy moved to Boston to join HBS faculty led The MAC Group, (which later became Gemini Consulting) as a strategy management consultant to Fortune 100 technology and consumer firms, but long desired starting a company of her own. Luckily she crossed paths with Tim Capes who is the ideal technical co-founder who had recently left academia and a PhD in Artificial Intelligence at the University of Toronto. Digital Retails Apps’ flagship product is called SelfPay, an app that allows for consumer-controlled in-aisle payments directly from their own mobile device together with a patent pending retailer payment verification system. The SelfPay platform includes dynamic in-store item suggestions and promotions based on consumers’ real time browsing and buying data.

SelfPay’s key value proposition is to get the shopper out of the traditional checkout line and give them more control over their in-store shopping and payments experience. By giving the shopper an immediate benefit, they will in turn invite the retailer into their world and be willing to part with their private real-life browsing data. In 2012, Digital Retail Apps welcomed LUX Beauty Boutique and Gotstyle, two Canadian retailers for the beta launch planned for Q2 2013. In late 2012, Digital Retail Apps signed its first payment processing partner, Chase Paymentech to help with in-store payment processing integration. After successfully debuting at NRF in January 2013, more partnership agreements are being discussed with top global retailers and financial partner companies.

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