CareerBuilder Founder Creates App to Personalize Online Shopping

The age of the internet not only comes with information at your fingertips, but the ability to shop while sitting at home -- you never even have to try on those pair of shoes or that shirt that you want to buy. But with so many choices, is it really easier than shopping in person?

Rob McGovern of Chevy Chase believes that online shopping can be made simpler and more personal for each individual.

McGovern has recently launched a free app called Cobrain for both Apple iOS and Android users.

According to Gazette.net, McGovern is a “self-described serial entrepreneur” and ex-CEO of CareerBuilder.com, a company that he sold for $680 million seven years after its launch.

“I get jazzed about solving problems with technology, and in this case there’s a recognition that consumers are overwhelmed with choice,” McGovern told Gazette.net.

The official website for the app advertises that Cobrain “knows the 5 shirts you’ll love among the millions sold in America.”

The algorithm used for Cobrain is described by McGovern as collaborative intelligence, according to Gazette.net. It narrows down choices for each user, learning the various brands, prices, and styles that each user prefers. It then points the users to various items on the market, pulling from 300 merchants including Macy’s, Nordstrom and Gap.

Data is pulled from users’ e-mail receipts, in-store purchases and questionnaires to make suggestions to each user of items he or she might like, according to The Washington Post.

Cobrain has a function that allows users to see what friends using the app are shopping for.

Once a user decides to purchase an item, Cobrain will link to retailers’ websites. Cobrain receives a commission when purchases are made, according to Gazette.net. However, this does not affect recommendations given to users.

McGovern began developing the app about a year ago when he was in the hospital being treated for a severe brain injury he had sustained from a car accident, according to Gazette.net.

“When I was in the hospital, I learned a lot about how they treat people with brain injuries, and one of the things that I realized was I could mimic the same processes in algorithms and allow people to share brain power with others,” McGovern told Gazette.net. “It’s called Cobrain because we want you to think of it as another brain.”