Webcast - Seamless Omnichannel: The Localized Retail Experience - REGISTER NOW

Our Story

What if you truly understood how your customers choose? What if you were able to identify how a given customer would likely react to an assortment of products? And based on this, how products interact with each other? The possibilities to make better decisions and optimize your retail operations would be endless. Here at Celect, we believe answering this question is the most important challenge facing retailers. And we believe we have a scientific breakthrough that will fundamentally change how retailers think about the interactions between customers and products.

With technology developed out of MIT, Celect builds on a fundamental advance in customer choice modeling. The Celect Choice Engine enables retail buyers, merchandisers, planners and inventory analysts to increase sales, margins, and reduce markdowns by placing the right product, in the right place, at the right time - across all channels. Our team of data scientists and retail professionals are passionate about helping our customers turn big data in to actionable and insightful “smart data” and significantly improve same-store sales and increase online conversion. Celect is bringing science to the art of retail.


Leadership Team


John Andrews


John has spent the last two decades helping retailers, distributors, and brands optimize their omni-channel strategies and operations. Prior to Celect, John was VP of Product Management & Strategy for Oracle Commerce, coming to Oracle via the Endeca acquisition where John was VP of Marketing & Product Management. John started his career within Deloitte Consulting’s Strategy & Operations practice. John holds a BA in Economics and Computer Science from Boston College and received his master’s degree from the Harvard Business School.


José Chan

VP of Business Development

José is Vice President Business Development at Celect. He has worked internationally in the retail industry for over two decades. José has held senior management positions in buying, marketing, merchandising and planning having worked for Richemont, LVMH and Roberto Cavalli. In addition, José teaches Retailing at Parsons The New School for Design. He holds an AAS from the Fashion Institute of Technology, BS from Cornell University, an MBA from the University of Rochester and SM from The Massachusetts Institute of Technology.


Rob Desmond

VP of Sales

Rob is an accomplished sales leader bringing nearly two decades of enterprise sales experience to his role as Vice President of Sales at Celect. Prior to Celect, Rob was Area Vice President at Aveksa (acquired by EMC), Vice President-America’s at BMC Software, Regional Vice President at Coradiant (acquired by BMC) and Strategic Sales Director at NetScaler (acquired by Citrix). Rob holds two engineering degrees from Drexel University in Philadelphia, PA.


Vivek Farias


Vivek is Chief Technology Officer and Co-Founder of Celect. He is the Robert N. Noyce Professor of Management at MIT's Sloan School. His research has led to numerous innovations in operations, supply-chain and yield management. Prior to academia he worked in algorithmic finance and received his PhD in EE at Stanford.


Ritesh Madan

VP of Engineering

Ritesh has extensive experience driving product innovation in large companies (Cisco, Qualcomm) and startups (Accelera, now Wildfire Exchange). His innovations have resulted in over 60 patents filed (of which 27 are granted), publications in premier journals, and multiple contributions to wireless industry standards. He holds multiple degrees in Electrical Engineering, including a Ph.D. and M.S. from Stanford University and BTech from IIT Bombay. 


Devavrat Shah

Chief Scientist

Devavrat is Chief Scientist and Co-Founder of Celect. He is the Jamieson Professor of Electrical Engineering and Computer Science at MIT. He has invented ground-breaking algorithms in areas ranging from networking to social data analytics. He received his PhD in Computer Science from Stanford and a BTech in Computer Science from IIT Bombay where he was the President of India Gold Medalist.



From its inception in 1995 and with over $3 billion under management, August Capital has funded an extraordinary group of entrepreneurs in more than 100 companies. Recent investments range from $500,000 to $130 million in enterprise software and services, big data analytics, storage, networking, security, B2C and C2C software and services, mobile software and systems.


Activant capital is a growth equity fund founded in 2010 primarily focused on investing in software and technology businesses in three key sectors: Commerce Enabling Technology, Enterprise IoT, and Big Data. Activant leverages its deep industry contacts and operational experience to help its portfolio companies grow and succeed.

Advisory Board

  Steve Papa

  • CEO & Founder, Parallel Wireless
  • Former CEO & Founder, Endeca
  • Active board member and investor

  Balaji Prabhakar

  • Professor, Electrical Engineering at Stanford
  • Chief Scientist and Founder, Urban Engines
  • Serves on the World Economic Forum
  • IEEE Fellow

  Bob Rosenblatt

  • Former President, COO, Tommy Hilfiger
  • Former President, HSN
  • Adjunct Professor and active board member

  Matthew Rubel

  • Senior Advisor, Roark Capital Group
  • Former Chairman and CEO, Collective Brands
  • Former Chairman and CEO, Cole Haan
  • White House appointee (Trade Policy Advisor)

Ready for more?

Request a Demo