Following a global search for the next digital disruptors, online electricals store AO has today announced it has started testing technology from the first successful partner sourced through its Innovation Lab.

It’s hoped that Surfly will help to make the online shopping experience for AO’s customers even easier. Their innovative tool will share customers screens in order to easily guide them around This will allow customers to navigate more quickly to the product and services they want to purchase. As well as guiding customers, this software will securely protect personal information and financial details. Based in Amsterdam, Netherlands, Surfly was founded by Nicholas Piël in 2012, who developed this pioneering tool.

AO, in partnership with L Marks, the UK’s leading applied innovation advisory firm, met Surfly through its Innovation Lab. After receiving an incredible 200 applications, 15 tech start-ups were shortlisted and invited to pitch their ideas about how to make online shopping easier and faster for AO’s customers. The shortlisted start-ups travelled from across the globe and had just 15 minutes to pitch their unique e-commerce innovation ideas. Following the pitch day, AO are starting partnerships with another three international businesses from Europe and America.

David Lawson, Managing Director at commented:

“We’re pleased to announce our first partnership with Surfly following a successful pitch day in our Innovation Lab. Surfly will make it much easier and faster for customers to navigate around our website to find the right products for them. We’re looking forward to working collaboratively with Surfly in the coming months.”

Nichola Piël, Founder of Surfly said:

“The pitch day at AO was an incredible experience and we’re thrilled to have been selected to partner with AO. We’re extremely grateful for the opportunity and we’re looking forward to working with such a forward-thinking business.”

Please find below a video of AO’s Innovation Lab pitch day.