FashInvest Profile: Take an Exclusive Look at Pinkn’Tell with Co-founder and CEO Dalit Braun

Integrating Internet and Mobile Channels with Brick and Mortar Retailing

Pickn'Tell was established to break down the walls between the virtual and reality when it comes to shopping. Founded in 2010, the team behind Pickn'Tell is varied and brings to the world of shopping years of experience and unique strengths. Pickn’Tell has an in-depth understanding of mobile services and apps, retail and many other fields all of which enhance your shopping experience. Pickn'Tell is one of its kind and unlike any other coupon and location app out there – we are completely focused on fashion and your shopping experience. Recently, I had the chance to interview co-founder and CEO of Pickn'Tell, Dalit Braun.

Dalit Braun has a very impressive background.  She received a Bachelor of Science in Industrial Engineering & Management Technion from the Israel Institute of Technology. She studied European Law at the University of England and received an MBA at Tel Aviv University, School of Business Administration. Dalit’s past work experience consists of CEO positions at IBC Industrial Buildings Corporation Ltd, Rad Bynet R.E & Services Ltd, and Caps Pharma (Rad Bynet Group).  Lastly, Dalit is the chairman for “Kela”- Provident Fund managing $170 million in financial assets and a board member for , Mekorot- Israel's Water Company, Bezeq (Israel’s National telecommunications provider), YES (Satellite Television Provider) and Yashir Investment House.

When asked about the inspiration behind Pickn’Tell, Dalit stated: “The inspiration of Pickn’Tell came out of a conversation between my partner, Asaf Lewin and me. Asaf was looking at different shopping kiosks that can take pictures of a person and he thought this could be upgraded to a technology in which a consumer can control the process through his own smartphone and be a part of various systems. I was thinking that the different technological offerings we see in the fashion market are targeted toward the consumer but they rarely look at the retailer’s side.Together, we thought- let’s build on the existing behaviors of shoppers (taking photos of themselves while shopping), through a fun and easy consumer experience provide them this service, But this time provide simultaneously, a myriad of benefits to the retailer or brands as well- bringing value to both ends.”

When Dalit presented at FashInvest, The development of Pickn’Tell was just finished. Since then, new versions of the app for Android and iPhone have been released, launched the product and have started installing mirrors in stores a month ago.

The target markets for Pickn’Tell are high-end fashion boutiques, large retailers, and mainly specialty retailers. On the consumer side they are looking at Fashion consumers, males and females ages 18-40 that are social and tech savvy.

Pickn’Tell has a very unique marketing strategy. Dalit states: “First, we are concentrating on the USA market and specific European markets. As a small start -up we have decided to put more emphasis on Fashion centers such as NY and LA, and there we are marketing to boutiques. As a small company with a sophisticated product and relatively a lot of development, we are not spending large sums on advertising but we are taking a rather targeted approach. We approach specific potential clients that are highly advanced in areas such as omni-channel retailing and present them with our offerings. Usually this is enough to start the process.”

Pickn’Tell was initially funded by Dalit and her partner, Asaf Lewin, a European fund has invested in the company as well. Pickn’Tell will shortly seek another round of funding. Funds are allocated for marketing, building an operational backbone of the company (installations, support, and services) and more development. 

By Lolita A. Alford