Case study: How Entropik’s Emotion AI platform helping offline retailers


The pandemic restriction was hard for retailers and businesses. Many of them face big loss or some even in stage of closure. One of the solutions most of the business adopted to go digital for attracting customers. Technology changing the marketing world, jobs become comparatively easy with tools and techniques. Amid this digitalization, Artificial intelligence comes out as a strong innovative change in the market, instances like Alexa, Siri, and Cortana accelerated the popularity of the use of artificial intelligence. 

Recently, Entropik, new SaaS companies in Bengaluru that are helping mortar and brick stores win customer attention. The company launched insights to assist customers through a virtual shelf and store environment. Entropik’s Internet protocol captures the user’s facial expressions and tracks their eye movement to provide an idea to retailers and brands how a buyer is responding to a certain packaging or product placement in a retail environment. They track the audience’s reaction and provide inputs for media or ad campaigns. Using User experience and Application programming interface (API) for integration of its Emotion Artificial intelligence technology. 

Entropik also used brain mapping to create their models, where an EG headset tracks the neuro pulse of the users when they are watching an ad or going through any of the stimulus experiences. These brain wave frequencies help the company to have a good understanding of how to look at the behavioral data, especially for accuracy.

Entropik Tech was founded in 2016 by Ranjan Kumar, Lava Kumar, and Bharat Shekhawat. Before this Ranjan Kumar founded OyeParty an event platform and Redcastle, a Branding, and marketing company in 2012. Ranjan Kumar met his cofounder of Entropik tech Bharat Shekhawat at Redcastle where he joined as a developer and later on appointed as Vice president. Few Entropik’s clients include Accenture and ViaCom18, Tata Consumer Care, Procter & Gamble, and Flipkart. The company’s models have trained almost 30 million emotion data set, and keep on adding millions more each month.

Rajan Kumar’s take on Emotion AI “Usually retailers and brands relied on surveys and focus group discussions. These don’t give brands any specific insight to act upon.” He further talks about analytics drawn from Mobile, Advertisement, or contents their measure focus on areas is digital, content, and Retail experience.

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