Last August, Dublin-based adtech start-up VisionR (then known as Glimpse) revealed it was raising between €1.5m and €2m to help it expand into the UK market.

Today (13 May), the company revealed it has closed a further €1.5m in a funding round led by Delta Partners, with backing by Seán Mitchell of Movidius, Amici Ventures and Vincent Nolan, who is a former CIO for some of Ireland’s biggest retailers.

To coincide with the latest funding news, the start-up is rebranding to a new name, VisionR.

VisionR’s founders said the funding boost would be used to expand its staff and support its growth. It is hiring front-end and back-end developers in Ireland at the moment. The company promises to give its clients in the offline retail industry online insights.

Its customers include Dulux Paints and BWG Foods, whose brands include Spar, Eurospar, Mace and Londis.

Over the past few months, VisionR has increased its technology and is now the preferred supplier for Spar International. The retail group has 13,500 stores in 48 countries, which will soon carry VisionR’s tech.

The company uses a next-generation AI plug-in tool called The Scout to take data straight from a retailer’s shop floor so physical transactions and customer interactions can be logged and converted into online data.

“It’s focused on retailers,” said co-founder Shane O’Sullivan. “Retailers everywhere are used to getting rich data sets online from e-commerce , but those data sets don’t translate to their offline stores. The online stores can optimise layout using this data, they can reduced abandoned baskets, they can personalise shopping – all the stuff that maximises revenues. But for physical stores, the same optimisations can’t be done because that same data set has never existed when it comes to the physical store.”

The Scout tech can capture customer data without using facial recognition. It uses facial detection instead so as not impinge on customer privacy. O’Sullivan pointed out that the tech had been developed in 2017 as GDPR came into law.

VisionR (formerly Glimpse) previously raised €550,000 in 2020. As well as Mitchell and Delta Partners, the company has also received funding from Enterprise Ireland.

The start-up has recently moved into new offices in Merrion Row in Dublin, which it hopes will give it room to expand further in the coming years.

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