- Speaker #0
Hello everyone and welcome to this episode of the E-Commerce Cafe. We are on November 28, 2025 and you are listening to your favorite podcast, which is still not called the E-Commerce Cafe, but rather the E-Commerce Cafe. It's season 7, episode 249. I'm Laetitia and I'm accompanied by Adrien.
- Speaker #1
Hello everyone. A very, very special episode because it's an episode dedicated to Tech4Retail, one of the events, I mean the event. le plus gros de l'année quand on parle d'écosystèmes français e-commerce et retail. De quoi on va parler Laetitia cette semaine ?
- Speaker #0
On va parler de 100% tech, de 100% retail, de 100% LCDE à Tech4Retail.
- Speaker #1
Laetitia ?
- Speaker #0
Adrien ? 5 questions et demi.
- Speaker #1
Laetitia, on vient d'en parler. Tech4Retail, c'est l'événement. Je pense que tout le monde connaît Tech4Retail. Tous ceux qui nous écoutent, surtout qui sont passionnés par e-commerce et qui suivent ce qui se passe. It's time to meet again, it's a bit like the end of the year boom where we all meet. You said it and we've been saying it on the microphone for several weeks, we've done things, we've done very special things. Can you tell me a little bit, a few days after the end of Tech4Retail, tell us a little bit about what the dispositif was or what the format was that we had very particular this year?
- Speaker #0
We are at J plus 3 postpartum of Tech4Retail. tech for retail c'est le one of the most important European retail salons that gives us an appointment every year on November, during Black Friday. Everything is fine. It's an unforgettable appointment for more than, I think, 4-5 years, Adrien. In any case, we've been there since the first year. And listen, I must say that it's an event that has still imposed itself. Because the figures of this edition, well, it's more than 15,000 visitors, more than 420 exhibitors. So a beautiful edition for this year Tech for Retail, which already gives us an appointment next year.
- Speaker #1
We said it earlier, we did a lot of things around this edition. So you said it, it's been four or five years, but it's the first year we have our own stand. So we were very, very proud to be able to exhibit. What did we have to sell, Laetitia? Because everyone who is in a stand, they sell things. What did we sell? Precisely,
- Speaker #0
we didn't sell anything. That's what could be questioned. is that, in fact, we came with the media, the e-commerce café, and we had mostly content to propose and to offer. And during these two days, we had a program of madness which, without being so concerned with the other plenaries that could have taken place, turned around subjects that everyone talks about. Fashion, luxury, e-commerce, retail, adjuncts, we talked a lot about it. There are a lot of things. So, we also proposed this on our stand. And then, above all, we closed it rather festively with Champagne Hour.
- Speaker #1
We also published the top 10 heart-to-heart of the show. In any case, 10 innovative techs that seemed interesting to us and who are not the big actors that everyone knows. We broadcasted this, I think, a week before in our community. You may have seen it happen. And then, it was pretty cool because a lot of people downloaded it, consulted it, and gave us feedback. you they discovered a lot of techs among this list. Léthia, was it a good crue or not this edition?
- Speaker #0
It was a very good crue. If we put this exposing side, which was our case, super crue. We had a lot, a lot, a lot of people. I don't know, you'd say there were how many people, how many people who passed on the stand? I don't know, but several hundred. Several hundred. We had 500 people. We had a little peak according to the keynotes we proposed and also during the Champagne Hour. But in any case, we had a lot of people. What was your question, Adrien?
- Speaker #1
I forgot. No, no, it was a good question. You liked it.
- Speaker #0
Yes, we liked it.
- Speaker #1
Because it's the first time we do it the other way around. The first time with the cap, the e-commerce café. Usually, we walk around, we watch the conferences. Usually,
- Speaker #0
we listen because we're editors. After, yes, we had this period where we walked around, we attended the conferences. Yes, for us, it's always that, the disappointment when we're on the exposure side, is that we don't attend a lot of conferences. But we have relays. We have a lot of people from the community.
- Speaker #1
Yes, and people come to us. The info is coming to us. The info is coming to us.
- Speaker #0
And then the other strong time, it's still the community that found us, that helped us to build our stand. What was our stand, Adrien?
- Speaker #1
It's a crazy thing, because it's a stand from the 80s, 90s. But we wanted to denote, to do a little bit the opposite of what everyone was going to do, modern things with IA. We said to ourselves, back to basic. And we were going to take gadgets, tech, from the 80s, 90s. And you said it, we used the power of the community and we were bluffed.
- Speaker #0
Yeah, the community nous a pris all these vestiges and all these treasures that we were able to put forward on our stand. It was a little bit of a mess, but it was mostly the cave of our childhood or our adolescence. And everyone stopped to film, to take a photo and tell us an anecdote that he had with an object that was exposed.
- Speaker #1
Laetitia, can we do a little mini three? So not the top three, but three things that you liked on the stand. The notes? Yeah, yeah, it's a version of the standard. Can I start? Because there are a few who keep me in mind. Can I start? Yes, of course. So go ahead. It seems that I cut you off. Go ahead. No, no,
- Speaker #0
go ahead.
- Speaker #1
So the first one is already the Master System pistol that I got from Macav. So I was particularly happy to have it. So I had the box of this pistol there. Well, guess what? There are a lot of people who stopped. Well, in any case, as soon as they stopped, it made me happy. So there was the box and there was the pistol inside. And we play DuckTales. There weren't many, many games on which we could play. But that was my first object. Go ahead, you have an object and then I'll tell you.
- Speaker #0
My first object is the Minitel. Madeleine de Proust for me.
- Speaker #1
I was sure you were going to say that. I didn't have any. It was the rich who had the Minitel. You're not going to say it.
- Speaker #0
I had tried to believe it. It's the Alibaba cave at your place. I don't know where you get all this money to buy that. Ah yes,
- Speaker #1
no, you're right. It depends where we invest. But the Minitel, it cost very, very, very, very expensive at the time. You had one or not? Yes,
- Speaker #0
of course.
- Speaker #1
And you consulted the BAC. I think that's it. Thank you.
- Speaker #0
There were several versions of the Minitels, it hasn't always been the same. And so, yeah, I even had a fax at home. I don't know what my parents did with that, but I had a fax at home. We received faxes.
- Speaker #1
Second object on my side, it was the Power Max magazine. And what was funny is that it was one of the first numbers. So we're talking about November, well, the summer of 98. It's part of these tech magazines that talked about giving you tips on Windows. We were talking about Windows XP or Windows 98 for the coup, because it was just released. But what's funny is the covers. We put ourselves in front of Paint, how to use it well, etc. When you look at that, it's really antiquities. Yeah, it was so funny. You really have to open it. And then, no, no, it was really very, very, very, very funny magazines. So hyper out of date today. But it was funny. Second object, you Laetitia, who made you like it on a stand.
- Speaker #0
Listen, it's the ads. We have reconstituted ads from the 80s, 90s, tech ads. And with all our team, which is now international and grandiose, we are many at Butterfly and Café des Commerces. No, really, I thought it was good. I don't know if you noticed, but the ads of the time, there was so much content, there was text, it was an article, the thing. All that to put forward workmen, computers, Kodaks. I liked it too much. I was always watching the commercials and I tried to remember if I had, if I had just memories of these advertisements when I was younger.
- Speaker #1
Yeah, well, it's my favorite. Yes, and then it's the thing that made people stop the most. They were there, they were taking pictures, they were trying to recognize. Last object on my side, it's the TO7. Of course, I keep the best for last. It's the Thomson TO7. It's the computer that we had at home for... to play, mainly. We coded a little bit, but it was mostly to play. And I would quote, I would quote all the time on the stand, well, Eagle D'Or, I invite you to type that in Google, Eagle D'Or, Théo 7, and look a little bit. Or Sapiens, it was games that marked my childhood. So, that's it. So, it's an antiquity. And for the moment, there are a lot of people who have recognized that too. So, it was nice. And you, Laetitia?
- Speaker #0
Well, the last one, it's a phone that was brought by Arnogage. I think it's a Nokia. You know a little, I don't know what the name of this model is, but it looked a lot like a BlackBerry. And in fact, I had the same. It's one of the first phones I've seen in my professional life. And I don't know if you know, but it's real keys, like computer keys. I said to myself, but how did we do to write with this thing? We did it. Did you know the BlackBerry and BBMs at the time?
- Speaker #1
Of course, I had them. Me too, I had them. I used to play BlackBerry a lot. I thought I would not have said because it was rather for the professional we had a trader you must have your very good I will always be in the years 2000 when the iphone came out and that there was tactility but get out I am much faster with you see the writing t9 there where it goes super fast and in fact no finally it's just the habit but yeah but we We had lots and lots of objects. And you make a good link, Arnaud and the others. the whole community who brought us so many things. It was incredible. It was really a nice museum. It made a lot of nostalgia. And a lot of people stopped at the stand to take pictures, to ask us questions about the stuff. So thank you very much. Listen, we did a lot on our stand. All the stands were pretty. All the stands were beautiful. I agree with you, it was a good edition. More than 400 stands in two days. And where I would have expected that the second day, on Tuesday afternoon, there was no one. Well, in the end, no, there was people. So it was two days. well filled. For the coup Laetitia as you said we had during two days sessions, talks, interviews of the community of people we made come to the stand and we kept a few of them that we will find today in the podcast and all the others are available on our social networks in long version on youtube and on in short version on all the other usual social networks. If we listen to them, who do we have that we're going to hear?
- Speaker #0
We have Marie Marie de Boulanger, we have Charline, our marraine, Charline, who comes from Laurent Merlin. We have Mathilde, Mathilde Dantadis, who came with her client from Petrosian. And finally, the best, the best, Peyma Naini, the CTO Field of Shopify.
- Speaker #1
I suggest we listen to them right now.
- Speaker #2
Hi Marie! Hello.
- Speaker #0
Go on, introduce yourself.
- Speaker #2
Okay, so I'm from the company Boulanger and I'm Chief Data and AI Officer.
- Speaker #1
What are you doing here at the Tech4Retail show?
- Speaker #2
Are you here for the day? Yes, I'm here for the day. The idea is to see a little bit of the solutions, listen a little bit to the speakers, see a little bit of what the interoperations are doing, but above all, make a lot of meetings and then exchange with a lot of people, very nice like you. That's the challenge.
- Speaker #0
Marie, you introduced yourself in a very simple way. Basically, you're the boss of data and IA at a big French retailer. Tell me, how long have you been working on data and IA subjects? So,
- Speaker #2
for me personally, it's been a decade. I made the turn in 2014 under data. Before, it was more e-commerce, my job. And it's been a decade. I started in the bank and then I went to Auchan for a little over five years. And I've been at Boulangerie for a year and a half.
- Speaker #0
And what do we talk about at Boulanger when we say Data and IA?
- Speaker #2
So we talk about a lot of things, because in fact, the will is that Data and IA is not a marketing subject, as it has been historically in the company, but that it is an ultra-transverse subject at the service of all professions. And so that's a big turn that Boulanger has taken. It's how to infuse Data and IA in all professions, at the service of all professions. So we work on a lot of themes and on Data, for example, after... The major problem is to say to oneself how to put the client back in the center. And so, how do I use data and IA to infuse the client in all the professions? We have a historical history of performance in retail, rather on an axis of offers and products. And there, it's to say to oneself how to read performance, how to rethink our professions in client vision. So that's one of the big issues we've worked on and we're still working on.
- Speaker #1
There are two aspects. One, for the collaborators, how the IA will be able to allow them to be more efficient. and two... for the client experience. And so there, you just told us about clients. Do you have any examples of what you have set up this year or what is being set up? The client service? Yes, that uses data and or IA for the client.
- Speaker #2
So the first thing we did, rather on a data axis, but there is a bit, but there is historical data science, which would be to say segmented. What we did is that we finally rethought our scores and our management aggregates for the client. And the idea is to infuse it in the entire company. So we are pushing, for example, data of the type RFM, NPS, Score, to marketing, but also in stores, also in supply, also to customer relations. And the idea is that everyone sees the customer in the same way and that there is hyper-personalization that plays a role. If we use rather the generative IA, which is a little more recent in business projects, we released at the end of September a conversational IA. The goal of the conversational IA was to treat a major problem of our clients, which is the SAV. The idea was to accompany him in the right use of his product to avoid, at some point, that he falls into a breakdown, but also to help him repair it by his own means and identify when there is a code of error, the actions to be performed. And then this conversational IA, it has developed other skills. Today, she is also capable of... to re-edit invoices, to give a file status, to give the hours and the amounts of the stores, to answer your basic questions type FAQ. And we are still enriching it both from a front-end point of view, because it is available on our application and on our website, but tomorrow we will also propose it in voice, and both in back-office, by developing these functionalities and by developing these documentation sources. So that's another topic for customers. But there are still many, for example, our priority, us, is customer satisfaction. And so we use generative IA to analyze all the clients' vertvati and identify the biggest irritants for our clients to be able to act very quickly in palliative on these irritants.
- Speaker #0
Marie, what is your conviction on the agentic commerce? But you, Marie, not you, Marie, of Boulanger.
- Speaker #2
So my conviction is that, first of all, there is a speed issue. La technologie, elle avance à une vitesse folle. Et en fait, on n'a pas le temps, comme on le faisait par le passé, de prendre le temps. to say, well, we're going, we're not going, we're starting with what? Well, at some point, you have to go there, and so you have to experiment a lot. So that's my first conviction, it's that you have to get started, and you don't have to think too much about these subjects. The second is that technology is moving so fast. For me, the question I ask myself, it's more about the level of adoption of the human, it's at what rate the human will adapt to evolution, and also, when will he say stop? There, it's too much for me, I don't want to go that far. And then, after, there's the third conviction, it's... One day, there is a good chance that we will be disrupted by GPT shopping chats, for example. And so the question is to say how we rethink our business strategies in terms of the fact that the customers, maybe tomorrow, they will no longer come to our e-commerce sites. And so, finally, what are the value propositions? What is the know-how that we can value in the face of these rather generalist technologies? We have a know-how to defend, to sell. And so my conviction is to target even more strongly our know-how to be able to distinguish ourselves from these players. And then above all, to play with them, that is to say, to make ourselves visible. We were talking about it for TikTok Shop, for example. Today, given the market share it takes, we have to make ourselves visible in these spaces.
- Speaker #1
So for all the new people, we have here Marie, who is the Chief Data and AI Officer at Boulangerie. But personally, you're more of a pro AI. Or do you say you have to temper and be careful? We don't have the time to temper, we have to quickly iterate and test.
- Speaker #2
I think we don't have a choice, whether we're pro or not pro. So we better accept the world in which we are and test and set our limits. You were talking earlier about two strategies, one more oriented to the client, one more oriented to the collaborator. My role too, is to accompany the collaborators in the adoption of these technologies that will in any case affect them. They already affect them in their daily lives, in their personal lives and in their professional lives. It happens too. and so we have a real strategy of supporting our collaborators. We launched an ambassador problem called Maya. Maya. Maya. The idea is to develop different levels of expertise. The first is IA for all, and how we support all of our collaborators in the adoption of these technologies. How they make a force for it to gain productivity on a daily basis in tasks that are quite repetitive. And then afterwards, we are training people for an IA scale in the company. And then there is my team, which is rather on the level of expertise at the top, which animates all this governance under this mesh and which works on the use cases rather intended for customers or a little more complex collaborators.
- Speaker #0
Marie, how do you envision 2026?
- Speaker #2
I don't know if it's going to be better. In any case, we have levers for it to go better. So we are on a market that is rather complicated at the moment, even if Boulanger is rather in market share. And so we manage to make the difference on a market in decline. So it's cycles. So we hope that the cycle is at the end and that it will go up. But I'm rather enthusiastic. We have beautiful projects. We have a beautiful vision on the IAEA Data. We have a lot of things. And then a company that is rather behind us and wants to invest in these subjects because it really believes in it. And a group too, I remind you. I work for Boulangerie, but also for the United Bee group. And so that also gives a strength, that is to say that with the power of being multi-teaching, we will also be able to mutualize use cases and therefore create stronger value from ... if everyone puts their hand in the pot, it also helps to have good projects.
- Speaker #0
Have you already met techs, solutions that caught your eye here at the Salon, or did you say to yourself, hey, maybe it's worth going and digging?
- Speaker #2
On the salon, no, because it's not been very long since I arrived.
- Speaker #0
Is that also the goal for you here? Is it to come and find little nuggets?
- Speaker #2
Yes, the goal is to find little nuggets, because in fact, we are like everyone else in a make-or-buy logic. So the buy is more for our know-how to us. And so we are able today to develop a lot of things in IA. But it has a lot of interest in know-how that is our own. On the other hand, there is also the buy. And the buy, there are many companies that provide it. So, rather on specialized agencies in a particular field. And we have already created partnerships with a certain number of companies. And I have no doubt that there are plenty more to discover.
- Speaker #1
Is there anyone in the audience who has a question for Marie? We have time to take one or two questions. So, come on, come here. Meriem Abou Elbal from Valtech. I was wondering,
- Speaker #0
are you doing everything internally? And if so, for how long?
- Speaker #2
We do a lot of things internally, but as I was saying before, we also buy solutions. For example, for sales training, we have rather made a partnership. For example, also on all our customer services, we have also worked with a company for everything that was call analysis, to be able to identify the progress levers for our commercial forces on the phone. On the other hand, there are things that touch our own know-how and where there is, for the moment, any interest to develop. by us and for ourselves. And now we have a team that has structured itself. It was quite small in 2025. It is already growing and it will be much more consequential in 2026. And now the idea is really, really to accelerate for our collaborators and for our clients.
- Speaker #3
Giselin, a company called Shelf. On marketplace products, for sellers, it's very complicated to be trained on them and to know them well. Is it a topic for you and how maybe LIA can maybe help you out We see a lot of retailers who start to say, ah, I'm going to try to sell some marketplace products in my magazines. but then how to accompany the sellers to give them a little...
- Speaker #2
So we're not yet there to the store, on the other hand, we're working thanks to the IA, to algo of product recommendations, integrating the marketplace for our e-commerce sites. And the idea, as I said earlier, is that everything we develop in the marketing and e-commerce service, we try to deploy it gradually in stores. So we try to have solutions that can be plugged in on the tools of our merchants. And so we've already worked on the whole pipeline qui remontent les infos. Clients to the seller in the store and as soon as the solution is proved on the recommendation module, it is something that we are considering pushing to the store. For the moment, we are still testing on it. We are rather on the end and it is rather promising. So, we say to ourselves, why not push it to the seller in the store?
- Speaker #1
Thank you very much. Last question, Sandrine Data Enso. Marie, I have a question. You were talking about ChatGPT Shopping, I think, earlier.
- Speaker #4
I saw that in the United States, they are already starting to buy with their agents. How do you prepare them? Yeah, how do you prepare for it?
- Speaker #2
So yeah, we're looking at the United States. Since April, they are already able to make transactions, that is to say, go as far as payment in ChatGPT Shopping. We talk a lot about GEO. So there, the whole issue is to understand, like the historical SEO, is to understand a little the rules of the game and see how we can play on these rules and be identified with these actors. So we also talk a lot about a protocol called MCP, which is ultra-efficient for exchange with agents. So we are also developing... This protocol so that we can discuss much more with our internal agents, but also externally.
- Speaker #5
Hello, Arnaud, the digital doctor of Nexperio. I was at the conference just before on the use cases of IA. There was really this big word around data and that data has normalized and is completely clean. Is that an issue for you? How did you do it? How did you proceed?
- Speaker #2
So yes, it's an issue like everywhere. Having the quality of your product catalog to be able to offer relevant products. All the quality of data is a very strong issue. So that, for the moment, is something that we have been working on for a very, very long time, with data managers, with all the documentation, with a fairly solid decision-making base. We are quite satisfied with the quality of data, but we can always go much further. So there, LIA Gentil, which also helps us to challenge the quality of data in our catalogs catalogue et puis aussi pour se créer des nouvelles bases documentaires à partir de... of things that are not necessarily data, I talked about it earlier, all that is client verbatim or all that is intervention report of our home repairers, well that's documentaries that were inexploitable before and the agent IKI also helps us to make documentaries much more exploitable and that can feed other agents who allow them to answer questions in natural language. So we are very interested in that. And then, in addition, it also helps us a lot in access to data, that is to say that we are talking about the CLBI, it is starting to be able to be much wider with IA agents too. And that also helps us to get a lot of feedback on the quality of data.
- Speaker #6
So, my name is Charline Nuttin, I have been working at Leroy Merlin for almost eight years and so I have taken over the direction of innovation and strategic partnerships for three and a half years. So, the mission of innovation in the company. Because we are not many, we are 6 out of 28 collaborators. But the ambition is really to prepare the future of Leroy Merlin. And then to do that, we have culture, we detect innovative solutions and we help to test.
- Speaker #1
Charline, we have a lot of questions to ask you. But there, the perimeter of your position, you just said it a little bit, look at the trends, discuss internally, try to see how you can drive a will to go in one direction. Is that right?
- Speaker #6
That's right. We are a good key to enter, finally, for startups or innovative solutions who would like to work with us. We are a complicated company. with a complex organization. And so the challenge for us is to explain to them a little bit what we're looking for in terms of strategy. We are really in the service of strategy, in the service of accelerating the Euro at Merlin. And so it's a good starting point to save time, simply.
- Speaker #1
So what are you doing here at the Tech4Ital show? So you just gave us a visit and that's already done. Thank you very much. When we said you were our host, you know, to say it, it's really the case in the sense... literally, what are you looking for? Are you going to discover or are you rather going to meet the partners with whom you already work?
- Speaker #6
No, I don't think I'm going to discover things. It's more reassuring because it means that I'm not doing my job too badly. On the other hand, I'm coming to see if there are trends that are going to be emerging. Typically, here at the show, I think it's one of the first times where we don't see AI bashing everywhere and it's rather interesting, especially when, like a brand like Laurent Merlin, we still have a lot of selling points. So to say that we are also at the service of physical stores and retail is also interesting. So, of course, weak signals. We will be reassured a little about the megatrends. Look at the innovative solutions that we could push tomorrow internally.
- Speaker #4
But me, Charline,
- Speaker #0
I would like you to tell me, what is the definition of innovation at Leroy Merlin? I have the impression that you are in perpetual innovation. You are far from it.
- Speaker #6
in front of everyone and maybe a little by chauvinism when I travel the king merlin I take it very often as an example good what is the definition of lino there at your place it's super simple to say like that but when in this case we are still looking at each other not the navel in France and that I can say what put me in humility is the last show I did where I also met you at shop talk europe where there are almost only Americans almost only English where we are not And so when I'm going to introduce Leroy Merlin, it's going to be in humility. Nevertheless, innovation at Leroy Merlin, you're right to say, and I think we're not leaders for nothing. We're lucky to have an innovative company because we're, fortunately, it's not just the innovation management that innovates, it's the 28,000 employees. There's a particular mindset in our company. So there, for the moment, I'm not going to be objective at all. But nevertheless, if I take two seconds to go back, there is still a mindset that is made of... two assets for me that are hyper important in the company, it's humility and audacity. Humility, it helps us to question ourselves all the time, even if you say we are far from a lot of competitors, etc. Yes, it's nice, but nevertheless, we always question ourselves, we will always try to do better in service to the client. And then the second subject, as I said, audacity, daring, daring to take the step aside, daring to shift, daring to be the pioneers, the first to do, for example, circular economy or topics like that. I think that's all that goes into what innovation is for Laurent Merlin.
- Speaker #0
Yes, because we're in a salon called Tech for Retail, but innovation is also in stores, but also online. You have this double cap to go and powder like that the entire client journey, both online and in stores. That's it.
- Speaker #6
In fact, the scope is to bring innovation culture for Laurent Merlin and it is to be finally the sparring partner, the coach for the business and market directions so that they accelerate their search, but above all, that they are able to... not something in fact when we are in a profession and you know very well you will manage business necessarily you have quickly the head in the handlebar watching your KPIs and it is always to improve these KPIs there we are also there to help them to take a little step back to raise their heads and finally to acculturate what will happen in the future to orient their strategy as best as possible what should be done for a startup that is or that already has something to interest you. You say that because you have trouble joining me, right?
- Speaker #1
You never answer my messages.
- Speaker #0
And you don't have WhatsApp.
- Speaker #6
But in fact, it rang from everywhere. You're right, we're still well-involved. And I like to say that it's also part of our mission with the Equipino to make sure that we have an attractive brand with whom we want to work when we're a startup. So we work on it every day. I admit that I like to be over-involved, because I mean, we do a good part of our job anyway. Nevertheless, we must also say that... So as a big company, we have a hard time working with too young startups. So we work more with scale-ups, startups that are more in acceleration rather than really startups that come to us, and often we are solicited at that moment. So we like to give advice, explain a little, etc. It's a bit our role as a mentor. But on the other hand, we have a hard time connecting the systems together. So there are a lot of... When I talk about system branching, there are also all the subjects of cybersecurity, subjects around compliance, either with the client or with the legislation. So that's clearly the B.A.B.A. to work with us. And then the objective is to accelerate our strategic plan. So it has to correspond to one of the subjects of the strategic plan. I don't want to, if tomorrow we say to ourselves, we're going to do, I don't know, circular economy, we're going to work a little more, we're going to accelerate on IA subjects. I'm not going to arrive with a solution that has nothing to do with that, in fact.
- Speaker #0
So, if we look at 2026, who are you looking at? What are you looking at? To answer, which construction site is Laurent Merlin?
- Speaker #6
The solutions that I was particularly looking for here, it is to accelerate our conquest for the target of professionals, professional artisans. It is a target that is important for us. We have to simplify their lives with different services. And also to accelerate on the services, but this time for the individuals. So how do we do the installation, the break for a long time, we do the allocation of materials, how do we accelerate on these subjects to make sure that the individual makes an appeal to us too, for service, not only to go and look for DIYers. We know the market is more and more towards non-Diabetic DIYers, as much as possible we pass from I'm going to do it myself to I'm going to do it. And so the market tomorrow will be more and more serviceable. So all the solutions that will allow to simplify that, it's going to interest me. And then, of course, the issues around the circular economy, necessarily because trade tomorrow will be circular. And so when I say that, I have the impression of saying the water is getting wet and the fire is burning.
- Speaker #0
Clearly, we can't do trade without thinking about that. Without thinking about the future of the planet. Exactly. Who wants to ask a question?
- Speaker #5
Hello Arnaud, Nexperio, the digital doctor. So, I would like to make a parallel. Today, L'Oréal, for example, has become a beauty tech. It has become a company as tech as a beauty company. Does Leroy Merlin have the ability to become a tech company as much as a company that sells tools?
- Speaker #6
In any case, it's not the path that I see destined for Leroy Merlin. We like to say that we put the human in the center. It's super important. d'ailleurs The essence of our business is to do it, even if we accelerate, of course, on e-commerce with the marketplace, etc. But the essence of the business is still in stores. So the human will still be a bit key. And I like to say that tech, it must come. It's not the answer to that. Me, the number of people, of internal collaborators who come to me saying, but me, this year, I want to do a POC on the IA. OK, why do it? What is the problem that you want to solve? And that, for me, it's super key to go back to that. And I like to remind them that in the end, it's only 20% of the innovations that will be tech.
- Speaker #1
Charline, you told us about the techs you met on the show, one or two techs, a little heart attack. I don't know if they're techs, but in any case,
- Speaker #6
I saw a few startups. There is one in particular that we have already tested, which is called Live Crew, and which finally allowed us to go and listen to the opinions of non-clients. There are a certain number of clients who come out of our stores without buying, that is to say that they made the effort to come to our store. And then they don't find it. So it's that we didn't know how to convert them, we didn't know how to transform them. And so this data, these opinions are key to improve the transfer rate of the store. And so clearly, LifeHoo helps us with that. So I reviewed them and it's pretty interesting. I also reviewed Spiral to talk about the circular economy. So Spiral which helps to make the second life, finally the second-hand sale and to recapture for brands to avoid being disintermediated by large platforms of C2C. And so I found that quite interesting and I saw them at the beginning. So it was interesting to see how they had started to grow. And then I saw Albatross, of course. So that's a subject, what I call a bit of a long trend at home, because I've been starting to sow seeds for a while to try to test tomorrow. But I hope we'll be able to do that in a few years, to be able to try to test Albatross-type solutions. qui a vraiment un mindset qui permet de... to change the discovery of the product of the market. That's key for us. It's key.
- Speaker #4
So, I'm Mathilde, I'm from the Antadis agency. So, we are a digital e-commerce agency for more than 20 years. We work for e-commerce retailers, pure players, B2C, B2B, and in particular with omnicanal problems, so rather for B2C. We are a consulting, customer experience and technical agency. On the technical part, we work on several foundations, especially for what concerns us today, Shopify, but also Magento, if some are interested in Magento, Prestashop, Eurocommerce, or on specific developments with Symfony or Silius. As an example of clients, obviously Petrosian, we can cite Nux, Daman. We like everything that calls for the sense, whether it's on the skin or to consume. It's true that these are products that we like a lot to work online. So, I take care of the marketing and innovation part of the agency and I am associated. And it's been about 20 years that I've been there.
- Speaker #0
What a journey, Mathilde! And you, Max, who are you? So,
- Speaker #7
it's not been 20 years that I've been at the Petrosian house, even if the house has existed since 1920. It's a family-owned house, the third generation today, with Michael and Alexandre, who are brothers-in-law. I've had the chance to accompany them as a digital e-commerce director for a year and a half, to try to develop the online activity, but also and above all to digitalize this magnificent brand and all the know-how around it, to try to transcribe them digitally. It's a real big challenge. I'm in charge of it every day. And before that, I had the chance to work for other beautiful companies, including the Chômé company, which has been part of VMH for a little over eight years, among others. So, I'm delighted today to present a little bit of all the fruit of our work. We will perhaps talk about the first big Omnicanal breaks that we had with Mathilde and the entire Entadis team.
- Speaker #1
You had a workshop a few minutes ago, or maybe an hour ago, you left the workshop and you came to this stand. What was the title of the workshop and what did you talk about? What did you talk about in the workshop? And then we're going to ask the same question to Mathilde.
- Speaker #7
A vast subject. We talked about digital as a screen of essence for the Maison Petrosian and the screen of essence... It has all its meaning, without a word, of course, since the idea, as I said, is that today e-commerce represents a little more than 10% of sales. Of course, we want to bring it to 15% to 20% in the next three to four years. But above all, once again, when we have an activity with a lot of B2B, more than 50% of the turnover, for us, the website is a showcase that must be the reflection of what is done in the shop in terms of advice, in terms of product discovery. And we tried to transcribe it and present it. There is half an hour with Mathilde. And Mathilde will tell you a little more about some examples of things that we were able to put in place with Shopify and Antalis.
- Speaker #0
Mathilde, you have reinvented the act of buying caviar online, in a shop. How is all this possible? You were talking about the senses, precisely. The caviar, we want to touch it, we want to taste it, we want to... to have advice. Is that possible online?
- Speaker #4
It's all the complexity of this typology of product. So what I was saying in the introduction, it's true that it's a type of product that we love to work with at Antadis. And it's really sincere. We have a lot of brands in fine grocery stores that have this type of problem. So we're starting to know a little bit what works and what doesn't work online. For the moment, there are two senses only. There is the visual and the audio. on which we have to rely to be able to activate the taste and smell that are non-existent online. And when we sell a product like caviar, there you have to 100% go to the visual part and the audio part. So without illustration, it's a little bit difficult to explain, but the caviar material online, when we sell this type of product, there you can maybe see it, we don't only sell a packaging, we sell the inside. It's really essential to understand that what we have to be able to do online is to open the box and to feel the finesse of the caviar grains, their brilliance, their texture, their touch, without being able to obviously plunge our hand in it or feel the box. So that's one of the first points, it's to make sure that we can present this palette of products. So here I'm only talking about caviar, but it's the same thing for salmon or for the other types of products that Petrosian offers. which has a fairly large range. There are more than 11 new products, I think, this year, and 300 REF products in all. So, it's about being able to expose this palette through visuals and being able to feel the material online. So, it's all about material zooms, and not just by packaged boxes, as if we were at a Lambda grocery store.
- Speaker #7
And maybe as a complement, we have, beyond the product and material zooms, and the title mentioned, and this way of trying to retranscribe the product, we accompanied that with very visual things. So we have a wheel of flavors that comes with all the caviar, which is a little drawn from what we find in the torréfactors or the chocolatiers. We tried to make the caviar very accessible, very visual, with terms easy to understand for everyone. And at the same time, to show the richness of the aromas around the caviar and the complexity. So it's an artifice. We have other artifices with audio capsules. which are on more than a hundred of our product files today. And so we can listen to Michael Petrosian talk about the products for 30 seconds. I did a few of them too to try to tell our products. And we see that these audio capsules on all the product files are very clicked, very listened. We have listening rates of more than 60%. And it also generates sales, also when we isolate the audio listening segments. Last Christmas, we had more than €100,000 in sales generated by people who listened to the audio capsules on the site. So it's a way to try to humanize the digital interface and our website to, once again, try to make the link between what is done in our shops and what is done online.
- Speaker #1
Mathilde, can you share with us how long the project lasted? What was the perimeter of the project? What happened in several phases and during the launch? On how many countries, maybe, or on which perimeter it was done and where are we?
- Speaker #4
I'm going to bring out my superb analogy of the spaghetti dish or the interior of a flipper. In fact, the meeting with Petrosian, it was made in July 2022. They were at the time under Magento. Max was not yet part of the digital team. And so the brand contacted us for a technical audit and UX of the old platform in place. So a Magento can make very good Magento. But here, it was not at all the case. It was like a famous spaghetti dish sticking. So we quickly closed. and we just made sure that this platform was working. So we had our defibrillators ready to react at any time to make sure that the platform was working during the holidays because Petrosian has a very strong digital activity during the holidays and so we just had to make sure that this... platforms hold the cost until the moment when we would engage the re-platforming. And so, we passed this period of...
- Speaker #0
To make it last, to make it last. I don't know anymore,
- Speaker #4
it's 63% of the CA that is done on this period there, so it's still not nothing. And then, we led a whole series of workshops, we engaged the reflections around the re-platforming. We did a lot of workshops, experience, client, design, artistic direction and UX for... to get inspired by the practices in the shop, to understand how the client is accompanied, is brought to the product that interests him. And that has led us to the technical choice at the arrival of Max in the platforms, in the project, which also challenged a certain number of... to bring your pasta and your luxury culture in this project. And so in all, in fact, it wasn't that long. We waited a little bit because we were waiting for the multi-entities of Shopify to be able to set up the parameters that we wanted with a single front-back store and therefore several legal entities inside this store. And therefore the parameters associated with each legal entity that comes with it. The idea is that we were waiting for that, but in itself the project... There was a phase of maybe six months of UX, client experience, design, and three or four months of technical project could have been shortened. It can last less.
- Speaker #7
There is a small part of contrib also that we mentioned during the presentation. Contribution in this language on a new system that takes a lot of time. And that's the mark to do it in the majority of cases. It took us two months to... to contribute and then create new pages, editorial pages, landing pages, gift paths, as we did the paths to choose his caviar that would have been designed, designed with Antadis. And then of course, you have to contribute them. So it's also made possible thanks to Shopify. It's completely made possible thanks to Shopify, which is today a platform that can be completely modulable. It may not have been the case three or four years ago. We reproach them a little bit for that. Now, today, Shopify, we can do everything with it. And it's made even easier with the multi-entity that Mathilde mentioned, since today we address the entire Europe with one site. We don't need to depend on a country equals a shop in Shopify. That means we manage X shop to equalize X country.
- Speaker #0
So it's Petrosian.fr. FR. Okay. And the results? So there, we can hear that it was very fast and that everything was... thought through in a very fluid and without friction way. The first results?
- Speaker #7
The first results are encouraging. In October, we had more than 33% of turnover. So, obviously, already in terms of turnover, we have filled the criteria largely.
- Speaker #1
A good year for all. Almost. Soon.
- Speaker #7
There is a little bit here. There is also something that I care about, it is the sessions with commitment. So on GA4, that means sessions of more than 10 seconds, or who have seen several pages, or who have done conversion actions on the site. That, it increased by 35% on October. That means that the people who arrive, a priori, spend the best time on our site. And then, last number, there are many others, but the last number is the ROS. So on all our campaigns, SEA and SMA, we had a ROS of plus 186% on October. So we changed, of course, our campaigns. But that's been going on for more than a year. That means that in October, people arrived on a site with landings that are not the same as before, landings that look like something. I want to say product files that are really impactful. And on the ROI, in the end, it pays right away. So it's three KPIs that are necessarily ultra positive.
- Speaker #1
Bravo, bravo Max. Bravo for the project also in Thalys. So, are there any questions from the public?
- Speaker #4
Marie-Christine, KeepCast, it's an Italian company. Are you busy with all the replatforming, that is to say, finding all the collaborators,
- Speaker #0
the companies to do all the replatforming work from Magento to Shopify? Yes,
- Speaker #4
that is to say that, indeed, it is in co-conception, of course, between the brand and the agency, but the agency has a role of recommendation to reconstitute the global ecosystem that gravitates around Shopify. Bye. And of course, it's in our daily lives to recompose the whole ecosystem. Because obviously, when you leave a platform and you join Shopify, it's not just the CMS that you change, it's often the whole ecosystem that gravitates around it. We may keep our ERP, maybe our CRM, and it's often even questioned when we go on Shopify. So the role of the agency is to accompany the selection of the right partners of each brick of the ecosystem, to the implementation of flows and to the parameterization of the different bricks.
- Speaker #8
My name is Payman, I'm from Canada originally, but I live in the UK. I work for a company called Shopify, if you don't know it. I know. I'm the field CTO responsible for Europe, Middle East and Africa. And thank you. But yeah, so I'm the field CTO for Shopify. My job, I was kind of explaining it to Adrian as well. My job is externally focused on our kind of larger customers talking about architecture, technology, Shopify. My background is an actual CTO for retail fashion and some engineering firms. If you couldn't tell, my accent is from Canada, as I said. And yeah, happy to be here today.
- Speaker #1
Payman, so you work with the CTO, right? Yes. In North America, right?
- Speaker #8
Yeah.
- Speaker #1
And you are working with retailers, with brands. Yes. But you also work with product. You define the strategy of the solution of Shopify, right?
- Speaker #8
So I input into it. So a field CTO is quite a... If you're a major tech firm, like our competition in Shopify find the likes of big, big, big tech companies. The role's purpose is to work with product teams to understand where the market is going, what the large merchants need and small merchants and feed that back to the product. Work with the CTOs, CDOs, CFOs on the merchant side to go, hey, this is how you implement Shopify or an e-commerce platform. And thirdly is doing things like this, right? So kind of come and touch base with the best podcasts, in the world, certainly in Europe, to tell them about Shopify and how we're kicking ass.
- Speaker #1
Payman, what is your definition of agentic commerce? We've talked about AI, but what's your definition?
- Speaker #8
Look, when the computers take over the world, that's, no, I'm just kidding. Look, we're not there yet, in my opinion. So these are all personal opinions. Agentic commerce or agentic world is when truly, without human intervention, the tech is doing the job. So you go from defining tasks. If you go on chat GPT right now, go give me the best recommendation for shoes. And it takes you to on running, for example. Then you will go, hey, here's my detail. Here's the details of my partner. Here are the details of my kids. And when a good deal comes about, you know, my preferences go crazy. Here's my payment card. You go buy it. That's an agentic world where the computer knows what you want, knows your purpose, and then executes it without you truly intervene. But in my opinion, you're far from that. Right. So right now you have to think about we're spearheading it in terms of Shopify. So we're playing a prominent role with our partners like OpenAI and Stripe and so on. But we're far from going, hey, here's something. Take my credit card and then go crazy with it. There's a lot to figure out.
- Speaker #0
OK, so what is the vision of Shopify for agentic commerce?
- Speaker #8
I could not tell you that. I know I can tell you from from what I know and personally in terms of. our vision, knowing everything we're going from there. So it's not an official Shopify answer. We're trying to make commerce better for everybody, right? So small, large enterprise, whatever it is, merchant or customers, our vision is when we go towards a world of being an agentic commerce world, it's better for the end consumer and it's better for you from a merchant perspective. Right? So that's our vision, how we get there and what we do. I can't tell you. If you look at it, even this week, we're quite fortunate this week compared to last week, this time. the world is significantly different. If you look at what Meta put out in terms of models, if you look at what Google and Gemini team put out in terms of models, incredibly different. It's almost as big as when ChatGPT came out in 2022. If you look at Nano Banana Pro, for example, very simple, you will have to set it up a little bit, but it is insane. It will keep the context, it will understand you, it will generate things, it will make our world significantly more efficient and better. So I can't tell you what the vision is.
- Speaker #1
But what you can tell us is, you know, that a couple of months ago, Shopify decided to go all in on AI. You made a statement saying that we are an AI first company. It has like two meanings. The first one is for the employees and the second for the brands that you serve and ultimately their customers. So can you share the impact?
- Speaker #8
I'll tell you exactly what happened there, Adrian. Yeah, yeah.
- Speaker #1
Some impact and what it means for like employees. Yeah,
- Speaker #8
that's a good question. So look. It was January 1st. We do this every year. Our CEO who created Shopify 20 years ago this This guy creates Shopify because he couldn't find a product in which he could use to sell his products. So he created Shopify and then it got from there. So Toby, German guy, he sends an email to us. Everybody in the company, imagine like almost 10,000 people, receive this email that says, look, we're an AI first company. Anything you do internally, externally needs to be augmented with AI. So that's how we behave, how we work. how we talk to our customers. Generally, like everything we touch is augmented through AI. And since then, everything we do has been augmented. So you look at our products, the way we engage with customers, the way our support teams even work, right? And they've built it internally. We got non-engineers that have become builders. And that's the beauty of AI. And the beauty of when you get somebody who leads the company like Toby to encourage you to explore. and then fail and fail fast. We've got people who used to be in customer support, so dealing with merchants and complaints to go and build stuff. Now that person works directly with a team that works with Toby, which is because he's able to build using, let's say, Cursor or a platform that you can develop with. So culturally, we've gone through a significant shift internally. Now you look at what we put out in front of customers. You said a couple of months ago, you're seeing the announcements from an open AI perspective. These years have been, these things have been years in the making. And I can't take credit for it. I joined Shopify about a year ago. The product teams led by Toby, Mikhail, Mani, Vanessa and team. You've got, they've been working night and day, for example, with OpenAI to build a partnership. So now, for example, merchants in the US and North America, if you go search on chat GPT and look for, let's say, lipsticks or products that Glossier has. enabled to be on chat GPT. That's powered by OpenAI and Shopify. Then you got, so that's merchants, impacting merchants and customers. On the platform itself, if you look at what we put in front of our merchants, we got a thing called Sidekick. Sidekick effectively replaces, and you guys both have e-commerce background, so you understand it. It is effectively your finance analysts, your e-commerce analysts, or your digital analysts, um your business intelligence person if you go there and go hey uh let me see how is this product let's say uh you got on running shoes uh how are these shoes doing on in france you're able to get that detail from psychic or if you go hey create a promotion for this category and let me verify it before you put it into production it will do it for you if you're able to if you can I wouldn't trust it with if you're a large enterprise. If you are, let's say, a medium sized company and you got the checks in place, you're able to even build with it. So build a page and go build me this page with this look and feel, review it and push it to production. So culturally, internally, we've had significant change with mergers. We have significant change with customers. We've had significant change. And that's just the start. Like that's just been almost the past year.
- Speaker #0
Hey, man, you just said that you are an AI company first. You are also an ecosystem company first. So how does all of these people communicate the whole together? And how do you...
- Speaker #8
Yeah, look around you. Sorry, I got excited. Because I was talking about this on the main stage about 30 minutes ago. You look around, you got one stock there, you got Algolia, you got Conta. Everybody's a partner of Shopify, right? And that's why we're successful, genuinely. There's a lot of good products. But if you look at... the likes of, I don't know, Apple or Shopify. They've become so successful because of good product, naturally, but also because they have great partners, partners who connect with us really well. So if you look at Stripe is leading the way from an agent payments perspective, we partner with them. You got, I don't know, Algolia from search and merch perspective, AI first, right? So we give you all the best and connect with us through a first party app, right? So it's been vetted with us. And it works out of the box.
- Speaker #1
I want to give the audience the opportunity to ask a question.
- Speaker #9
Hey, Payman. Hello. I'm from Vymo.
- Speaker #8
Hello.
- Speaker #9
Just which bias do you expect Gentic Commerce to maybe have that will actually put the transaction or the end user, the customer at risk potentially?
- Speaker #8
Look, we're seeing interest come through a lot of different demographies, right? You asked about buyers, correct? So. Right now, interestingly, we did announce this, and I'm happy to share with you after this, so don't call me on it, but you've got 55% of the transactions being influenced by AI already, right? That's just going to continue to grow. Gen Z is there in the forefront. And also, seeing in terms of demographically, male is interacting with it more than female. We don't know why. I'm just giving you the stats. One theory, one hypothesis could be that when you're shopping in terms of the long tail, a lot of people, especially if you're looking for specific shoes, you go, I need running shoes that are white, that are good for this. We're seeing that kind of aspect of it. So I hope that answered your question.
- Speaker #1
You have so many brands. What's your favorite Shopify brand? Is there a brand that you love to shop?
- Speaker #8
The brand I shop on quite a bit is On Running. The brand I love dearly is World Wild Foundations, WWF. So the environmental kind of for animals. And the brand my family likes is West Wing, which is furniture in Europe. Yeah. So those are my three favorite brands.
- Speaker #1
a lot more we got millions so i can't name all of them but that's my favorite payman uh any closing words for you know ai agentic i understand that you can either reveal the roadmap because in a couple of weeks shopify anyway will have the winter edition but uh maybe the biggest misconception that you see on ai on agentic or any closing word that you want to share to our audience uh so i tell you just like with every piece of tech that comes it's going to be a lot of,
- Speaker #8
there's a lot of BS. but there's a lot of good. Try to see what's good for you and your business because there's a lot of good. It will, it has, and it will impact your business. No question. No question that it will impact your business. It's how far it goes. If you are a business owner, sort out your data because the way these LLMs consume data is different than previously. Sort out your data. And that's what we're trying to make easier with Shopify, right? So a lot of people are coming to us and talking to us is because we make it easy. If you talk to us about two years ago, a lot of people, including myself, because I was a CT on a brand, I was annoyed with, let's say, our checkout going. It's quite rigid. We're quite opinionated in terms of how we ask you to set it up. But now, because of the way we thought about data, all these LLMs are able to communicate with us relatively easily. So I would say sort out your data. That's it.
- Speaker #0
Well, thank you for being here at the Tech4Retail event. It was the B101 stand. It's no use saying what I say. I've said it so many times. Maybe next year we'll have the same or a bigger one. I don't know. We'll be back next year, Adrien.
- Speaker #1
If we're invited, Laetitia, but that's not the case. As you know, every time we do the down, we do the mess. I'm waiting for the letters of... Not of threat, but you know, of complaint. Yes, of stickers stuck in the school. I'm not invited, yes. That's it. But no, no. If we're invited, we'll come with pleasure. because he's just a... pretext to see all the friends and discuss with everyone.
- Speaker #0
And also make the community and the ecosystem move. So if you liked this episode a little bit atypical, very special, yes, it's a special episode, Tech for Retail, tell us in the comments, and then drop stars, and then especially tell us in face-to-face, because we're going to see each other friends, there are plenty of other events. There's Brands to Buyers coming up on December 9th, 100% B2B event, where we change the universe. And then especially, there's the Christmas of the community. Rendez-vous le 16 décembre prochain au Pompécheur, notre QG. Venez, on va faire la fête.
- Speaker #1
C'est ouvert à tous. On ne demande pas votre carte de retailer. Voilà, ça coûte quoi ? Ça ne coûte rien du tout pour venir et chacun sa conso. Ouais, on n'a pas défini.
- Speaker #0
Mais ouais, bon, il y a un petit truc à payer, les gars. On ne va pas rincer la terre entière, mais venez. C'est sympa.
- Speaker #1
En tout cas, venez, ça va être fun. Et puis voilà, on va vous amener un peu. Il y a quelqu'un qui est aussi le 16.
- Speaker #0
Je n'ai pas oublié ça.
- Speaker #1
Ah oui, c'est vrai. C'est vrai, on en a parlé. You can come to us, you can go there or... You can do both if you happen to be. No, come to our house. OK, well, come to our house. Otherwise, we won't talk to you at all. We'll cut your head. Or go there and tell them to come. Well, in short, we don't care. In any case, Christmas aperitif, it's pretty cool. We can see you, we can party. We haven't talked about the store tour we did this week. It was incredible.
- Speaker #0
It was an incredible store tour. And we documented it all in video, guys. You'll see.
- Speaker #1
So follow us. There are a lot of things that will come. Well, Alicia, I want to tell you, next year for Tech4Hit, we will have another guest. And if not, next week, for another episode a little special, but we... We don't reveal it. No,
- Speaker #0
we don't reveal it. Just know that your special envoy next week will be Adrien, in a distant country. See you next week.
- Speaker #1
See you next week.
- Speaker #0
Bon, du coup, Adrien, t'es prêt pour Pas Contrées Lointaines ? Tu sais qu'il va faire méga froid, j'ai regardé.
- Speaker #1
Non, mais moi, je vais rester enfermé comme d'habitude. Je sors jamais. D'accord,
- Speaker #0
mais Pas Contrées Lointaines, une fois, moi, c'était pas en décembre, c'était janvier ou février, on avait mon fintake, je suis restée coincée à cause de la neige. J'étais énervée.
- Speaker #1
Là, il n'y a rien qui caillait. Enfin, attends, maintenant, je suis en basse à l'heure cigale. Donc, je vais avoir assez d'habit. Non, non, mais là, j'ai mis les doudounes sur doudounes, méga chaud, donc je m'en fais pas du tout. et ce qui est marrant c'est que Cyril qui était là l'année dernière avec moi il peut pas venir cette année, il m'a dit Adrien tiens j'ai une adresse pour toi donc je lui ai dit un magasin, un store, un machin non un bar à cocktails ah non non non c'est pas de quoi tu parles un bureau c'est ça ? une tech non non ça va être mais en fait l'événement il est minuscule c'est vrai en fait je trouve qu'il communique beaucoup en ligne. Il y a la version Atlanta aux US, ça fait genre Rudy va chaque année, ça fait genre un gros truc. Et en Europe, c'est minuscule, il y a 100 personnes. Il y a des 7 jours d'eux ? Oui, exactement.
- Speaker #0
C'est pas mal. Moi,
- Speaker #1
ce que je ne comprends pas, c'est qu'il y ait 100 personnes, mais c'est que du gros calibre. Ils me donnent accès, il y a une semaine à tous les instants. Les gens viennent de Suisse, d'Italie, de Pologne, machin de trucs.
- Speaker #0
C'est peut-être ça la clé des événements. Cali et...
- Speaker #1
Hyper Cali.
- Speaker #0
Comme les nôtres.
- Speaker #1
En tout cas, l'année dernière, tu étais à l'échelle. Tu m'as dit que tu viendrais cette année. Tu m'as fait faux bon. Donc, je me retrouve encore seul à devoir porter haut et fort les couleurs de l'LCDE.
- Speaker #0
Exactement. Tu vas y arriver, t'es un bon petit soldat.
- Speaker #1
Avec mon petit micro. Ça fait vraiment repartir. En plus, t'es ambassadeur. C'est égal. Je t'ai dit,
- Speaker #0
j'ai l'air comme l'électrique. Je m'en rappelle toi avant. C'était pas ça, nos conditions. T'es ton ambassadeur.
- Speaker #1
Rien du tout. L'hôtel, il a 15 minutes à pied dans le froid hivernal parce qu'il n'y a pas de budget pour prendre une chambre. Donc ça aussi, on en parle ou pas ? Bon bref. On y va avec le smile. Par contre, un truc marrant, j'ai envoyé plein de demandes. Ils ont tous dit oui. Mais les demandes de quoi ?
- Speaker #0
Pour aller dans des barracades ?
- Speaker #1
Non, pour des interviews. Ah d'accord. Des petites interviews, c'est plutôt cool, non ? Non,
- Speaker #0
c'est très bien. Franchement, c'est très bien. J'ai laissé le papier. C'est quand même le B2B un univers où, contrairement à ce qu'on peut penser, les gens sont tellement contents d'être solides.
- Speaker #1
Oui, c'est bien. Personne ne leur part. Ils sont à côté des toilettes ou dans la cave. Il n'y a pas l'électricité, ça ne capte pas. Il n'y a pas de réseau. Franchement, ils sont contents. Je te parle de... Tu les as vus, les big boss. Ils disent, pas de souci, je ne suis pas à 15h. On me dit, arrête, je ne me trouve pas trop cool. Toi, tu vas faire quoi pendant ce temps ?
- Speaker #0
Je vais m'occuper de mes enfants.
- Speaker #1
mais deuxième faire ma deuxième famille c'est ça ah non moi c'est surtout ta famille donc non non non moi je ne valide pas le délire de ma boîte c'est ma famille tout ça tu sais c'est délire non mais pas du tout je sais que tu le sais on n'est pas jamais de la vie c'est pas ma famille je pourrais dire que ma boîte c'est ma famille toi oui c'est pour ça que j'ai dit ça en l'occurrence c'est pas la famille c'est pas la vie les parents qui s'associent tout ça bon voilà attends le truc on n'en a pas parlé le truc le plus marrant sur le salon que t'as vu, c'est quoi ? Un truc que tu vois que je suis pas au courant.
- Speaker #0
Un truc marrant ? Non, alors... Le truc qui m'a fait le plus plaisir, je vais le redire. Là, c'est Corpo, ça y est. Non, c'est mon stagiaire d'il y a 10 ans qui est revenu me voir. Je ne l'avais pas vu. Julien Sarfati, maintenant qui a une superbe carrière chez Créteo. Le gars revient me voir. Et moi, j'étais persuadée que j'avais laissé un mauvais souvenir et que j'étais complètement tarée. Il ne m'a dit pas du tout. Il m'a dit, regarde ce que tu avais écrit sur mon LinkedIn. Il m'a dit, ça, ça m'a sauvée dans tous les entretiens. C'est mes recommandations. Et il m'a dit un autre truc. Il m'a dit, je suis arrivée. J'avais mis sur mon CV. Je savais me servir de Photoshop. Non, mais déjà, à l'époque, j'étais une folle des visuels et tout ça. Et donc, je lui dis, tu sais servir de Photoshop ? Et il me dit, oui. Il dirait que je le mets sur des visuels, machin. Il ne savait pas. Il m'a avoué, mais il me dit, moi, je ne savais pas.
- Speaker #1
Tu as été traumatisé par la première question.
- Speaker #0
Voilà. Non, c'était très drôle. Bon, attends, le truc le plus fou que j'ai vu, non, je n'ai rien vu de fifou, moi, quand même. Je ne me suis pas trop baladée. Bon, si tu vois le robot qui vient ramasser tes déchets et tes gobelets,
- Speaker #1
et puis surtout en fait le gobelet semble très intelligent mais en fait il ne faut pas qu'il y ait quelqu'un devant lui sinon le truc ne fonctionne pas bon c'est un peu dommage parce qu'il y a 15 000 personnes dans les allées donc personne ne met un badge il doit avoir le capteur il y a quelqu'un comme moi qui le fait il y en a que le mec qui vient donc c'est quand même pas mal je pense que ça fonctionne bien mais oui il ne faut pas le toucher en fait le truc c'est une gaffe ah mais je pense que les trucs un peu rigolos on va les voir annouir moi je veux revoir le rat dans sa cage.
- Speaker #0
C'est le truc qui... T'as mis la vidéo...
- Speaker #1
Ah oui, on voit à chaque fois le truc sur le monoscope, je sais pas quoi. Non, un truc marrant, les stands, il n'y avait rien d'extraordinaire. Il y a des trucs sympas ?
- Speaker #0
Non, il y a l'expérience Shopify qu'on a bien documentée, mais après, je disais non, vraiment, je ne pourrais pas dire parce que je n'ai pas fait beaucoup de stands.
- Speaker #1
Tu n'as pas beaucoup bougé. Je suis restée sur l'autre. Il y avait du matos à haute valeur. Le gars qui habite dans le sud, qui est le patron d'une agence, qui te dit qu'il t'écoute et tout ça.
- Speaker #0
L'approche, c'est pas assez... Comment dire ?
- Speaker #1
ils ne voulaient rien gratter. Non, non, non,
- Speaker #0
mais l'approche, il y a beaucoup de gens qui nous écoutent et qui d'abord nous posent des questions, nous interrogent. Moi, typiquement, ces deux personnes-là, elles m'ont interrogée sur des plateformes chinoises, l'économie chinoise, plein de choses. Et à la fin, le gars me dit, en fait, moi, je vous écoute. Et ça m'était déjà arrivé la semaine précédente à Bruxelles, tout un workshop. En fait, Laetitia, tu sais, je te connais, je t'écoute. Et en fait, je me dis, non, mais les gens, ils sont trop rigolos parce qu'ils gardent ça au fond d'eux.
- Speaker #1
tu vois il devrait le dire tout de suite Et ça invite de faire toute l'intro, le machin, la bande du ventre. Non, mais oui, tu vois, moi,
- Speaker #0
tu faisais attention à ce que je racontais. Je me disais, peut-être un espion chinois, tu ne sais jamais, tu vois. Et je vous écoute. D'accord, tu sais très bien mon avis. Tu connais mon ton. Donc, oui, non, c'est rigolo. Mais ça fait toujours plaisir quand il y a quelqu'un qui te dit, je vous écoute.
