A new technology called liateR is reinventing the way that people shop, blending aspects of online and e-commerce operations with traditional experiences at brick and mortar retail stores.

Started in 2014, the liateR company aims to allow customers to see how garments look on them without physically selecting a piece of clothing and putting it on. A video on the site shows how this can work when retailers put a liateR device or display in their stores.

Company leaders suggest this can boost conversions and shopping time and allow for things like pop-up retail locations to thrive.

The company, which was initially based in Greece, has branched out to the Netherlands but keeps its technical development team in Greece.

LiateR CEO Antonis Argyros discussed the company's success and where it's headed.

“Without any doubt, the most important ingredient in our secret sauce is our team,” Argyros told Balkan Business Wire. “Half of us are retailers that have created from scratch, and grown their own omni channel retail business for 18 years, so we know exactly the pain points of retailers today. The other half is tech gurus in the field of augmented reality, gesture control, AI and machine learning technologies.”

Argyros also cited some core values he said drive the company forward, including customer service, transparency and adaptability.

Argyros said starting out in Greece was helpful for the company, but company leaders now find it beneficial to have an international footprint.

“We were initially based in Greece, and that helped us a lot to grow since we had direct access to a high level of affordable development talent,” Argyros said. “Over the last year, we have focused our sales and business development in the DACH and Benelux market, and kept our technical development in Greece. Up to today, this is the most efficient way for us to cover all of our customers’ needs without overspending.”

What’s next for liateR? Argyros said the company wants to continue to focus on partnering with retailers, especially those with an “omni channel” approach.

“We think that this is the most productive way to engage with consumers and maximize the benefits for your company,” Argyros said.

Also important are new technologies like natural language processing, deep learning and artificial intelligence, he said. 

“We should continue to be open in the innovation and embrace solutions that are related with these technologies,” Argyros said. “We have managed to create a vibrant community around liateR that is helping us to stay relevant and deliver what are promising.”