February 11, 2015 09:30 ET

Toronto Start-Ups Help Bridge Online and In-Store Transactions

New Hybrid of Digital, Online and Real-Time Technologies to Be Previewed at Dx3 2015

TORONTO, ON--(Marketwired - February 11, 2015) - It is estimated that within five years, 10% of all Canadian retail sales will be done online; Canadians were initially slow to adjust to the online retail realm, but e-commerce now is playing an increasingly significant role for major retailers. Canadian retail disruptor changeRoom -- in concert with tech innovator Nymi and MasterCard -- might be the key to further connecting online shoppers with physical retail.

Today's retail experts point to webrooming, an emerging retail trend combining online and in-store shopping, as an example of how the physical and online retails worlds collide. Webrooming allows customers to browse online, but visit a physical retail location to complete the transaction. Studies suggest that in 2015, between 54-71% of all physical retail sales will be driven through the act of webrooming.

"In many cases, online commerce is driving physical store foot traffic, but even more interesting are innovations that introduce bridges to help them complement each other," said Cory Rosenfield, changeRoom Co-founder. "With changeRoom, we help retailers convert customers while saving Canadians time and frustration by solving the webrooming trend that is changing the Canadian consumer landscape."

changeRoom is taking the process further by enabling customers to pre-select merchandise online from their favourite retailers for an appointment at the brick-and-mortar store. changeRoom customers then visit the physical location to try on, exchange and purchase, thus eliminating lines, saving time and enjoying a more satisfying retail experience.

Payment is made utilising the Nymi band technology and MasterCard's secure payment network. The Nymi band uses the electric activity of the wearer's heart to authenticate their identity and confirm credit card information. MasterCard's MasterPass digital payment solution will be used in tandem with the Nymi band to provide a secure and seamless checkout experience.

"ChangeRoom participated in the MasterCard N>XT hackathon in 2014 and impressed us with their vision for a smartly connected retail shopping experience -- and our MasterPass digital payment solution is a natural fit with their application," said Jason Davies, Vice President, Emerging Payments, MasterCard. "Bringing the experience to life at the Retail Collective inside DX3 will show people what the future of shopping looks like."

At the DX3 Conference March 11 and 12, changeRoom technology will be on display at the Retail Collective. The Collective, curated by Doug Stephens, President of Retail Prophet and sponsored by MasterCard, brings together the newest retail applications that will allow consumers to cross the lines between virtual and physical shopping. MasterCard's payment technology connects customers to the retail experience in new ways that make the retail experience seamless for the shopper.

About changeRoom

changeRoom is a system to drive Shopper loyalty during the webrooming experience in exchange for the convenience afforded by not having to look for the item in store and avoiding standing in the checkout line. The singular app experience lets shoppers to manage their orders from all their favourite stores in one place and schedule pick-up times.

changeRoom helps retailers convert web traffic into physical foot traffic. It provides a simple website plugin, real-time order alerts, in-store personalization, shopper profiles, consumer analytics and basket recommendations. changeRoom was selected as the 2014 CIBC Innovation & Emerging Technology Award recipient and MasterCard Retail Revolution winner.

About MasterCard

MasterCard (NYSE: MA),, is a technology company in the global payments industry. We operate the world's fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard's products and solutions make everyday commerce activities -- such as shopping, traveling, running a business and managing finances -- easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNewsCAnws, join the discussion on the Cashless Pioneers Blog and subscribe for the latest news on the Engagement Bureau.

About Dx3 Canada:

Dx3 is Canada's largest conference and trade show focused on digital marketing, digital advertising and digital retailing. It brings agencies, brands, publishers and retailers together for two days of networking and education.

Dx3 2015 is March 11-12, 2015 at the Metro Toronto Convention Centre featuring more than 40 educational sessions, 100 exhibitors and 4,100 attendees from Canada's leading brands and agencies.

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