Introduction
The days of growth propelling us forward are over! Today, we must learn to navigate under gray skies, where every ray of sunshine is an opportunity to seize. As the president of Diamart puts it, it’s the era of “precision commerce.” When the winds are still, mastering and controlling every variable becomes essential to make a difference. And while the challenge may seem daunting, it’s not insurmountable. Thanks to the rise of AI and data, “precision commerce” is well within reach.
I) Artificial Intelligence and Data: The Pillars of Decision-Making
In a world where every decision can make a difference, Artificial Intelligence (AI) and data have emerged as the cornerstones of precision commerce. These technologies revolutionize decision-making by optimizing every variable impacting business operations and organizational efficiency.
But beyond optimization, AI and data utilization fundamentally enhance customer service.
Take retail media, for example—a new goldmine. With technologies like Scala and Quividi, hyper-targeted in-store advertisements can boost sales while significantly enriching the customer experience. Emerging partnerships, such as Intermarché joining Valiuz—a data-sharing platform helping retailers better understand their customers through personalized data analytics and marketing insights—are testament to this trend.
On the flip side, businesses that fail to deliver a seamless omnichannel experience (drive, click-and-collect, home delivery) face serious challenges. These companies must master order preparation scheduling and maintain real-time inventory visibility to remain competitive.
Moreover, with the rise of V-Commerce, “try before you buy” has become a must-have feature. This approach reduces purchase hesitation and drastically increases conversion rates. Unsurprisingly, many retailers have already embraced this technology, including IKEA with IKEA Place, Sephora, Afflelou, and many more. To give you an idea, in the beauty industry alone, brands that adopted virtual “try-on” technology saw a 40% increase in conversion rates in 2024*. Retailers who fail to adopt this technology will undoubtedly lose customers who now expect the ability to continuously test products before purchasing.
From personalized customer journeys and tailored products to hyper-localized sales forecasting and assortment optimization, the applications of AI and data are vast. However, caution is needed to avoid a cold, dehumanized technocracy. The key to success lies in an inclusive approach, where data is understandable and accessible to all.
*HEC Montréal Article
II) "Data-Driven" is Good, but “Data for People”* is Better
In this race for performance, one thing is clear: data should not just drive decisions; it must be accessible, understandable, and actionable for everyone. To manage operations effectively on the ground, every level of the organization must be empowered to understand and leverage the available information.
Being a “data-driven” organization is a good start, but to achieve excellence in “precision commerce,” you need to go further: evolve into a truly “data for people” organization, where technology serves in-store teams by amplifying their expertise.
The “data for people” approach transforms data into a powerful strategic lever, enabling teams to make informed decisions directly on the ground.
To implement this approach effectively, several elements must be in place:
User-Friendly Tools and Real-Time Insights:
Start by deploying simple and intuitive tools with dashboards, including mobile versions, that allow every team member to quickly access the necessary information for real-time decision-making.Skill Development and Training:
To ensure the tools are used effectively and the right decisions are made on the ground, it’s crucial to upskill the workforce. Targeted training programs help teams learn how to interpret analytics and incorporate them into their daily decisions, enhancing their autonomy and engagement.Inclusive Technologies for Easy Adoption:
Relying on inclusive technologies is essential to ease adoption. Examples include electronic labels, RFID, and AI-driven solutions like Captana and Augmodo. These tools simplify data analysis, quickly detect stockouts, adjust assortments, and—when properly integrated by teams—significantly improve operational efficiency.Reliable and Relevant Data:
Making the right decisions requires clean and relevant data. For data to become a performance lever, it must be accurate and enriched. This involves rigorous management of collected information, proper structuring, and constant updates to ensure its relevance and quality.Change Management and Support:
This new approach to data requires robust change management, which plays a crucial role and must not be overlooked. Educating and training teams, while clearly communicating the tangible benefits of new tools, are key steps to securing employee buy-in and maximizing the impact of the ongoing transformation.
In summary, brick-and-mortar retail is continuing its revolution! It is gradually adapting to the new environment it finds itself in. However, to successfully navigate this transformation, it must be well-supported and orchestrated within a clear framework.
*Term coined by Cédric Ducrocq, CEO of the DiaMart Group
III) Anticipating and Orchestrating the AI Revolution
The massive implementation of AI and data is already generating new tasks and responsibilities within organizations. However, leveraging these essential transformations to their fullest potential requires meticulous orchestration.
This is where TimeSkipper comes into play—a key tool to support this evolution.
By providing a clear and optimized view of operations, TimeSkipper helps retailers orchestrate their activities with agility while empowering their teams to excel. The result? Sustainable performance that is human-centric and perfectly aligned with the challenges of today’s retail landscape.
With intelligent planning and optimized workload management, TimeSkipper enables you to:
- Rapidly adapt your organization to market shifts.
- Structure and coordinate new activities driven by AI.
- Enhance employee autonomy and engagement while maintaining a clear view of priorities.
TimeSkipper empowers you to finely tune your organizational management. Moreover, its teams support you throughout this comprehensive transformation, ensuring that technology and team adoption progress hand-in-hand to reinvent retail.
Conclusion
In a constantly evolving industry, some retailers stand out by relying on solid fundamentals. These are the ones who combine a clear, long-term positioning with a remarkable ability to adapt (like Kiabi, Leclerc, IKEA…).
Today, the real challenge is to establish a more fluid managerial dynamic, based on increased autonomy and team accountability. But to achieve this balance, one must first be able to manage the organization with surgical precision, mastering every variable—from working hours to team workload.
