Clarry bridges the Gap

Nevertheless, we still find cheap fast-food restaurant on every street corner and have Amazon as the primary supplier for our everyday needs. Even in densely populated cities, making ethical everyday choices is tough and often requires extensive personal research and effort. Connecting ethical shoppers and ethical retailers is a huge undeveloped market. Take those into account who are willing to make more ethical shopping choices but lack the motivation and resources to educate themselves and this market expands even further.

While you are surfing on the web, Clarry supports you with valuable information about the brands and products you stumble upon. With Clarry there is no need for manually collecting and comparing brands and products in regards of their ethical values anymore. You can even configure your personal definition of the ethics-score so that you can set a personal emphasis on animal rights, environment or labour. This empowers customers to live up to their own standards and not someone else’s belief system.

Imagine, you are interested in buying a pair of sneakers. While you open the product in the browser, Clarry informs you about the Clarry-score of this brand you are seeing based on your personal preference and alternative brands with better scores, including some product recommendations. In this proof of concept, the plugin finds the brand and category either of the listing or detail page. Based on the user’s personal preferences and available data about different brands, the service calculates a score and compares it to other brands. Our user-tests confirmed that the users’ primary focus was on the details of the rating. In real-time they learn that the brand they chose to buy sneakers from is performing poorly on his personal ethical values. As a surplus the browser searches for alternative products from brands with a better score so that the user can get a direct recommendation. This feature did not work well in our user-test because the plugin worked on a very limited scale.

So obviously there is huge demand for ethical retailers and brands but only poor supply because lack of transparency allows brands to hide in the mainstream of cheap production. Clarry offers transparency and gives those 88% of consumers who expect their brands to act more ethical the choice of spending their money where an ethical mindset is implemented.

Clarry’s browser plugin contains affiliate links to products which have been rated with the Clarry score. This generates direct revenue for the traffic it generates but Clarry is more. The knowledge database and scoring algorithm that Clarry offers is available as whitelabel API which can be included in any marketplace and search engine. Filtering and sorting brands and products by ethical attributes will valorise any listing service. With approval of 96% of the consumers, Clarry’s ethical score might set a bar which consumers don’t want to miss anymore. Why should one trust product listings that do not allow filtering for local sourcing or validated working conditions?

Imagine how Clarry could detect objects in pictures you are watching and understand that you are interested in home improvement tools. A future feature-set of Clarry also includes crawling through classified focused on second hand, so users can include buying pre-owned products instead. Collaborative filtering allows Clarry to present similar tools, that other users with similar interests are using. There are so many amazing ways for guiding users towards an ethical shopping experience.

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