januari 08, 2025
Recognized as one of Europe’s premier events for retail professionals, Tech for Retail once again highlighted cutting-edge technological advancements reshaping the industry. From artificial intelligence to omnichannel commerce and circular economy practices, the event showcased how retail players are adapting to evolving consumer behaviors while integrating next-generation technologies into their business models.
Artificial intelligence: The engine of retail innovation
Artificial intelligence has become a cornerstone of innovation in retail, enabling companies to streamline operations, personalize customer experiences and reimagine business models. This year’s conference spotlighted its pivotal role through compelling examples.
Using AI to optimize operations
During his presentation, Emmanuel Grenier, General Manager for E-commerce, Data, and Digital Transformation at Carrefour, emphasized AI’s critical role in streamlining the company’s internal processes.
By leveraging data and complex algorithms, Carrefour achieved a 95% reduction in pricing inconsistencies, optimized product assortments by analyzing cannibalization trends and enhanced personalization across ecommerce platforms.
Additionally, the Carrefour.ia initiative democratizes AI by training employees to maximize its impact across all business levels.
Fnac Darty showed how AI enhances customer interactions. Automated chatbots now handle 80% of frequent queries, while AI-enriched product descriptions boost search accuracy. Remote diagnostics powered by AI minimize technician visits, significantly improving after-sales service efficiency.
Creativity and marketing in luxury
In the luxury sector, companies like Richemont and LVMH have embraced AI with a cautious yet innovative approach. Richemont uses AI to improve logistics and inventory forecasting, while LVMH employs generative AI to create marketing content and personalize communication strategies.
At Tiffany & Co., part of the LVMH group, AI supports sales associates by generating tailored messages and offering real-time visibility into unified inventory systems.
Chanel highlighted AI’s dual role in operational efficiency and customer engagement. By automating repetitive tasks and enhancing back-office processes, Chanel ensures their teams can focus on preserving the brand’s artisanal expertise while delivering personalized client experiences.
AI governance
Speakers from Google and Trace One stressed the need for robust AI governance. Google has invested $38 billion in AI infrastructure while establishing principles to ensure transparency, security and ethical data use. Trace One, a leader in product compliance, has developed advanced language models to simplify regulatory management.
Across the board, speakers emphasized prioritizing high-value use cases. AI must address tangible goals such as improving efficiency, automating low-value tasks and enhancing customer relationships. However, its implementation requires strict governance, secure data access and comprehensive employee training to unlock its full potential.
2. Customer experience and omnichannel commerce: Back to basics
Customer experience and omnichannel commerce remain at the heart of retail transformations. Today’s consumers, accustomed to seamlessly navigating between digital and physical touchpoints, expect fluid, personalized and engaging journeys. Leading brands at Tech for Retail shared their strategies to meet these expectations and reimagine their customer approach.
Making the customer journey seamless and intuitive
The customer journey is increasingly sophisticated, with more deliberate purchasing behaviors.
According to a study presented by McKinsey, consumers take an average of six steps — including researching, benchmarking and consulting reviews — before making a purchase.
Consequently, Decathlon has implemented innovative in-store solutions such as self-service kiosks and mobile checkouts. These tools allow customers to scan items directly in the aisle, update or create loyalty accounts, and pay without waiting in line, all while maintaining the option to interact with in-store advisors. This initiative has significantly reduced wait times and improved customer data collection, enhancing the overall shopping experience.
Personalization also plays a pivotal role in customer engagement. Chanel introduced their global S@ve platform to revolutionize after-sales services for the fine jewelry and watch divisions. This tool offers complete transparency at every stage of product repair, enabling customers to track progress from drop-off to return. At the same time, Chanel artisans benefit from automation tools that reduce administrative tasks, allowing them to focus on their craftsmanship.
Creating memorable and immersive experiences
In retail, emotion is a powerful driver of customer loyalty. Iconic retailer Printemps leverages immersive experiences to captivate their audience. The “7th Heaven” space, dedicated to circularity, combines vintage and second-hand items with ephemeral experiences such as seasonal pop-up restaurants.
Innovation extends to the virtual realm, with Printemps offering a digital store featuring immersive videos. The brand also introduces unique initiatives like themed gift cards based on customer spending, rewarding shoppers with food and beauty experiences tied to their purchases.
Omnichannel strategies: Still a must
Leading brands understand the importance of delivering a seamless omnichannel experience. Decathlon’s mobile checkout and self-service solutions exemplify how digital tools can complement physical stores to streamline the customer journey.
Meanwhile, Printemps blends heritage with modern technology, offering both in-store personal shopping services and remote consultations through digital tools.
Customer experience is no longer just about transactions. It is about fostering a long-term, personalized relationship that bridges physical and digital worlds. By integrating technology with emotional engagement, top brands underscore the critical need to center their strategies around the consumer while offering simple and practical solutions.
3. Circular economy: Building a sustainable retail future
At Tech for Retail 2024, circular economy and sustainability took center stage, with brands highlighting their commitment to addressing environmental challenges while meeting growing consumer demand for responsible products.
Rethinking circularity: Inspirational models
Several brands showcased ambitious initiatives to integrate circularity into their business strategies.
Maison Christofle, a renowned name in fine tableware, exemplified how heritage and innovation can coexist with its “Vintage” initiative. This program involves buying back, restoring and reselling pre-owned pieces, extending product lifespans while appealing to a younger, sustainability-conscious audience.
Carrefour emphasized combating food waste through innovative solutions. The retailer developed a predictive application to optimize fresh produce orders, reducing unnecessary surplus. Additionally, their “Eat Better” feature on the ecommerce platform offers discounts on products nearing expiration, simultaneously cutting waste and saving customers money.
Energy optimization and responsible innovation
Energy efficiency was another key topic. Accenture highlighted how artificial intelligence is being used to improve energy integration across sectors. Satellite imagery helps identify environmental risk zones and optimize supply chains, while precision agriculture tools minimize water and input use.
L’Oréal has embraced a “sustainable tech by design” strategy, embedding sustainability into the very fabric of its products and processes. The company also introduced internal tools to monitor energy consumption across applications and devices. Employees are evaluated against sustainability-related KPIs to foster a corporate culture centered on environmental responsibility.
Raising awareness and empowering employees
Transitioning to a sustainable model requires active participation from internal teams. Fnac Darty stood out for its comprehensive training programs, with 80% of employees trained in generative AI. This education not only showcases AI’s benefits but also promotes responsible use of technology, such as reducing carbon footprints by encouraging remote assistance over technician visits.
To ensure impactful outcomes, Fnac Darty also launched an AI factory to scale eco-friendly projects. This initiative ensures every endeavor is measurable, impactful and aligned with the company’s commitment to sustainable innovation.
Takeaways for retail leaders
Tech for Retail 2024 highlighted three transformative trends shaping the retail landscape:
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Artificial intelligence is a strategic driver for optimizing internal processes, enhancing personalization and fostering sustainability.
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Customer experience is evolving into a richer, omnichannel relationship where emotion and fluidity are paramount.
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Finally, circular economy initiatives are becoming integral to brand strategies, addressing consumer expectations while tackling environmental challenges.
The future of retail promises to be dynamic, human-centered, responsible, and powered by technology.
