About Crave
We activate the moments that convert.
Crave is the in-store experience and intelligence platform for physical retail. We connect shoppers, associates, and retail systems to activate customer intent, deliver exceptional service, and make the moments between traffic and transaction visible, actionable, and measurable.
Our promise
Better experiences for shoppers. Better intelligence for retailers.
That promise has guided Crave from day one. Everything we ship serves one side of it, and the best of it serves both.
What we’re here to do.
A vision, a mission, and the reason behind both.
Our vision
Every shopper served. Every store learning.
A future where every shopper receives exceptional service and every physical store continuously learns how to serve them better.
Our mission
Activate every meaningful shopper moment.
We connect customers, store teams, and retail systems in real time to make every meaningful moment visible, actionable, and measurable.
Why it matters
Stores know who came in and what sold. Not what happened in between.
Customer intent, product consideration, unmet demand, and lost sales are invisible to traditional store data. Trillions of dollars move through that blind spot every year.
Led by an operator who lived the problem.
Matthew Cyr
Co-Founder & Chief Executive Officer
Matthew’s career began on the store floor. He started as a store manager with Abercrombie & Fitch in 2008, helped open stores in New York, then joined Skechers, where he co-developed the company’s Commit to Convert training program and worked alongside its co-founder to grow the business across China and Southeast Asia.
Across operations, planning, and merchandising, he kept hitting the same wall: retailers were held accountable for conversion without the tools to understand what actually influenced it. A later move into ecommerce technology showed him the contrast. Online, the entire journey could be mapped, tested, and improved overnight. Crave was born to give the store that same ability, starting with the middle of the journey where shoppers discover products, ask for help, and decide whether to buy.
Matthew is a Retail TouchPoints 40 Under 40 honoree and works closely with global retail leaders to shape the future of connected stores.
Matthew on the future of physical retail
“I grew up in stores. I know the energy, the pressure, the missed moments, and the magic that happens when someone gets the right help at exactly the right time. I started Crave because shoppers deserve better experiences, store teams deserve better tools, and retailers deserve to finally understand what is really happening inside their stores. We are building the operating system for physical retail, one shopper moment at a time.”
The team behind the platform.
Operators, engineers, and product leaders who have spent their careers inside retail.
Amir Behnam
Co-Founder & Chief Technology Officer
A University of Waterloo engineer who built enterprise retail commerce systems at GroupBy before architecting the Crave platform from the first line of code. Leads engineering from Toronto.
LinkedIn
Ken Mazzrillo
Chief Deployment Officer
A career spent putting technology on the store floor: global rollouts at RetailNext, autonomous-store deployments at AiFi, and now every Crave installation worldwide.
LinkedIn
Daniel O’Sullivan
Chief Product Officer
Product and design leader from nCino, and creator of the UX Distilling methodology featured by IBM and InVision. Shapes every experience Crave puts in front of shoppers and associates, from Smart Fitting Rooms to Store Agent.
LinkedInOne team. Many time zones.
Crave is a distributed team spread from the United States and Canada to South Africa. We build for stores around the world, so we work the way stores do: always on somewhere, always covering for each other.
Distributed doesn’t mean distant. When we get together, it usually involves sneakers. Sometimes it involves 21.1 kilometers.
- 7 yrs
- In market
- 3,000+
- Live touchpoints
- 27M+
- Shopper sessions
- 10+
- Countries
See what consistent service looks like in production.
Book a walkthrough, or talk to our team.