Extract
[...] - How does omnichanneling materialize? Omnichanneling aims to provide a homogeneous and integrated shopping experience for customers across all possible sales and communication channels (online and offline). Thanks to omnichanneling, customers can switch from one channel to another (website, mobile app, social media, physical stores) seamlessly. Each channel must contribute to strengthening the customer's relationship with the brand and optimizing the customer experience. In the case of the brands questioned during the round table, omnichanneling is essentially materialized by the tools made available to sales staff, which give access to the entire national range of the brand and allow for remote purchases while having the products delivered to the store or directly to the customer. [...]
[...] Carrefour has chosen to collaborate with specialized professionals in AI, as it requires a great deal of expertise that Carrefour cannot afford to develop internally if it wants to quickly implement AI-based tools. In addition, Carrefour has created a dedicated investment fund for innovation, which invests in startups whose projects interest the company. Internally, Carrefour gives a great deal of autonomy to the teams that want to start working with AI. The implementation of AI is done in a collaborative way: the setup, testing, and impact analysis are carried out with the teams. [...]
[...] More specifically, La Mie Câline invests to evolve raw materials and make them more responsible (production in France, fair trade, eggs from free-range hens, etc.). In addition, the brand encourages franchisees to set up their own CSR strategies in their stores, with a labeling system and action plans to be implemented with precise indicators. Finally, La Mie Câline has set up "CSR Referents", who can be a store employee sensitive to these issues, or the franchisee himself." In the case of Avril, CSR is inherent to the brand since it has specialized in the production and commercialization of bio cosmetics, so all its actions are directed towards the environment. [...]
[...] Finally, VTEX stands out for its policy of solidarity between stores: the new digital tools of the sales staff allow for purchases between several stores, with automatic remuneration. The brand has also chosen to leave a great autonomy to each franchise, making them actors of the digital strategy on the sales area. - What is the RSE policy of these franchises? La Mie Câline has set up its first sustainable development committee in 2008, followed by the launch in 2019 of the "À c?ur d'agir" action program. [...]
[...] Customers can, for example, receive recommendations for product baskets based on their budget, dietary constraints, or menu preferences. - What is generative AI? Generative AI is an artificial intelligence capable of creating new data from the analysis and interpretation of existing data. Generative AI therefore allows the production of original content. For example, in the case of commerce, AI can generate product sheets, texts intended for newsletters or other communications, or even generate photos that can be used in the context of marketing campaigns. - What type of organization is there at Carrefour to respond to this? [...]
