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*What:  Our visit and review of one of the most important Tech fairs in Europe

Why it is important:  4 interesting start-ups that we spotted for our members, with some potential for immediate retail applications.*

*Viva Technology (aka Vivatech) is a French fair dedicated to new technology, launched in 2016, and seen as the French response to the tech hype from California and the CES in Las Vegas. With the permanent support of the French President, Emmanuel Macron, who promotes the “start-up nation”, this tech fair became in 4 editions a rendezvous of choice, where all tech moguls from the world gave speeches (Mark Zuckerberg, Jack Ma, Satya Nadella from Microsoft), but also world leaders such as Justin Trudeau or John Kerry, and world figures (Usain Bolt, Bernard Arnault).

The 2021 edition was, due to the Covid-19 context, unique as it was one of the first mass-scale events to be held in Europe, organized in a hybrid way, with both a physical fair with live events, echoed by an online platform to maximize visibility. In terms of numbers, this meant 26,000 physical visitors and 114,000 users on the platform (to give a sense of comparison, the first edition welcomed in 2016 45,000 visitors, and the last pre-pandemic one in 2019 attracted 124,000 people).

We decided to attend this edition as we believe the IADS should help its members detect innovative approaches and solutions wherever they are, in complement to their own efforts. Also, it was a way for us to catch a glimpse of where “retail tech” stands.*

A quick overview of the key messages from top speakers

To say the least, this edition of the fair was politically charged.

Emmanuel Macron used Vivatech as a political platform to highlight the progress of the tech industry in France, both in terms of number of companies, jobs created or funding. He was echoed in that stance by Mirakl (a French company specialized in marketplace technology, working with a few IADS members and Hudson’s Bay and which we reported here), which discussed financing and going public.

Macron also pleaded for European cooperation in terms of start-up support, through the Scale-up Europe initiative, and for a closer control of what GAFA does. Tim Cook from Apple replied that the European proposed big tech mandate could affect the security of the Apple products system.

However, some other leaders decided to focus on tech itself, by giving some perspectives on the evolution of the industry.

Mark Zuckerberg from Facebook chose to promote his convictions about the appearance of a “meta-universe” where, through VR and 3D technologies, it will become possible to virtually produce, sell and buy items (i.e. instead of selling a TV, it will be possible to produce and broadcast the content directly to the audience, making the TV an obsolete product). Klarna (a buy-now-pay-later solution that we reported in our Exclusive article as well as here and here) ranted against banks, which are, according to the company, overcharging customers while its solution perfectly suits its 18M customers and 250,000 retail partners needs. Finally, Google made a spectacular announcement by confirming that it had inked a deal with LVMH to manage the group’s cloud capability (i.e. use its AI capability to help LVMH on topics such as CRM and customers’ knowledge, logistics and supply chain processes).

Interestingly, however, a macro view of the fair and the start-ups presenting their solution tended to show that retail tech was rather underrepresented, compared to other sectors of innovation such as transportation (autonomous vehicles, flying cars, shared fleets), health (improved capabilities of the iphone on that topic, among others), HR and video conferencing (AI to manage employees, systems to meet virtually), or finance. Even the LVMH booth was somehow lacking retail-dedicated start-ups: out of the 12 presented, we spotted only one company that could be interesting for our members, the other ones being more adapted to brands than retailers (tactile packaging, in store display proposals (see the one we have spotted below), live-shopping solutions for brands, data analysis dedicated to grey market and second hand, or new materials).

Our top 4 selection for department stores

Here are the companies we spotted for our members during the fair:

1- A versatile tool for central HQ functions and marketing campaigns: Pitchy

• A seemingly simple tool, however with potential applications that go beyond the use cases displayed on stage.
• Pitchy is an AI-powered online video editor, that allows the making of high-quality videos quickly, simply and without any particular skills. They can be used online, on websites, but also on social media or in 1 to 1 communication. In terms of practicality, think “PowerPoint applied to video conception”. See how it works by clicking here.
• Why do we think this is important?   A simple and versatile tool, that can be used at the HQ level on many topics (training, motivational or informational messages) but also on the sales floor when it comes to presenting a new product efficiently to inform customers, just with a phone, or by marketing departments to tease their next campaigns.

Contact: Jimmy Moe, International Sales Manager, jmoe@pitchy.io 

https://www.pitchy.io

Learn more about Pitchy here

2- A marketplace system, for real stores and offline promotions: Achille

• A reverse approach to marketplaces in order to promote real stores to local customers and let them have access to the best deals, offline.
• Achille is a device-driven solution that applies the principle of marketplace (in terms of choice, offer and access to products) to real stores. The advantages for retailers are that Achille works exactly in the same way as a virtual marketplace, however is a great complement in terms of local business solution at a limited cost of operation. You can watch their demo video by clicking here.
• Why do we think this is important? A simple tool that comes as an extra software layer, thus not requiring heavy IT integration, which also provides a solution for our members who have a large regional network and want to make sure they cover all their types of customers, including the less connected ones.

To be noted:  The IADS already showed to its members a similar solution, UK-based, during the Store Operations meeting in 2017: Nearst, founded by Nick Brackenbury

Contact: Fabrice Moncault, founder, fabrice@achille.shop

https://www.achille.shop

learn more about achille here 

3- A circular packaging system: Hipli

• An interesting initiative, supported by LVMH, which provides to brands and retailers the possibility to guarantee a 100% sustainable delivery process thanks to circular packaging,
• Hipli has developed reusable packaging (envelopes, covers) that is shipped back free of charge by the customer upon receipt of the product. Hipli washes the packaging, prepares it again and reinjects it in the process. Packaging elements can be branded, and the solution is already 100% working in France, currently being expanded in Europe. The system works as a “Packaging as a service”
• Why do we think this is important? Hipli provides an easy to implement and non-industrially committing solution to members to move forward in their sustainability initiatives. For now, they have only inked deals with brands, but there is no reason why retailers should not be interested either. It is also a very visible step, that can provide significant PR coverage (contrary to other initiatives that, even though they are needed and useful, might be less visible and interesting for the general public).

Contact: Lysianne Coquin, cofounder, lysianne.coquin@hipli.Fr

<https://hipli.fr/en/>

learn more about hipli here 

4- A spectacular solution for windows, instore displays, but also live streaming: Fosfor

• The WOW effect in windows and on the sales floor, with a wide variety of animations in 3D that either represent the products on display or complement them with additional information. In addition to this, a solution for live streaming IADS members that could contribute to animate stores from the network while having the live session in the flagship.
• A series of state-of-the art screens and display technologies allowing jaw-dropping interactions with products (click here to see the video of their Totem Holix solution, applied to Kenzo). But more importantly, a camera and screening system allowing streaming in real time a 3-D, life sized picture of the speaker, in a clear and natural manner (click here to see the video of they Crystalman solution) . With the appropriate system, the speaker, wherever he/she is based, can interact with the audience watching the screen.
• Why do we think this is important? Live streaming sessions are now crucial for our members’ businesses, but can be expensive, all the more so if they involve a celebrity or an influencer. In addition, they tend to address only an online audience. We see this technological solution as a way to maximize the investment by being able to show the streaming in other stores, therefore creating occasions for drive-to-store events addressing the local clientele.

Contact: Cédric Besacier, cofounder, cedric@agence-fosfor.fr 

https://www.agence-fosfor.fr

learn more about fosfor here 

Going further: IADS launches the “innovation channel” exclusively for its members

We believe that it is key that your Association gets more involved with the notion of innovation and transformation, be it digital or in other fields of application. This is the reason why, in the coming weeks, we will be launching new initiatives:

• Opportunities to discover start-ups that we think can be interesting for your innovation departments (with the guarantee of the IADS integrity as we do not have financial involvement in these ventures),
• More exposure on the subject of innovation through new content, developed in partnership with players from the tech industry,
• Interviews with innovative thinkers to discuss organisation of transformation and more.

Of course, we also welcome your suggestions! How would you like to be exposed to innovation? How could you contribute to this IADS innovation channel initiative? Do not hesitate to share with us your ideas!

Credits: IADS (Selvane Mohandas)