Interview with Frédérique Belarousse, Retail Technology Specialist
Interviewer: Riad Beladi
Today, we have the pleasure of speaking with Frédérique Belarousse, a seasoned retail technology consultant who has worked extensively with Carrefour France. She brings deep insights into the role of AI in retail, the future of physical shopping, advertising strategies, and customer engagement.
1. Riad Beladi: AI is transforming retail at a rapid pace. From your experience, how is AI currently shaping the in-store shopping experience?
Frédérique Belarousse: AI is enhancing the in-store experience in several ways. First, AI-powered analytics help retailers understand foot traffic patterns, optimizing store layouts for better customer flow. Second, smart shelves use AI and IoT to track inventory in real time, reducing stockouts. And third, computer vision enables checkout-free shopping, like Amazon Go, allowing customers to simply pick up items and walk out while AI handles payment in the background. These innovations are making shopping faster, smarter, and more personalized.
2. Riad Beladi: With the rise of e-commerce, will physical stores remain relevant in the future?
Frédérique Belarousse: Absolutely! Physical stores are evolving rather than disappearing. They are becoming more experience-driven. Shoppers still want to touch, feel, and try products—especially in fashion, electronics, and grocery retail. AI is enabling “phygital” experiences, blending physical shopping with digital convenience. For example, AI-driven personalization tailors in-store recommendations, while virtual try-ons and smart mirrors enhance decision-making. The future of retail is hybrid, not just online.
3. Riad Beladi: AI-driven advertising in retail is gaining momentum. How do you see AI transforming in-store and online advertising?
Frédérique Belarousse: AI is making advertising more targeted and dynamic. In-store, digital signage with AI can change content based on real-time data—weather, time of day, or even the demographics of customers passing by. AI-powered facial recognition (where regulations allow) can tailor promotions to specific customer profiles.
Online, AI is revolutionizing predictive advertising. Retailers use machine learning to analyze shopping habits and show personalized ads at the right moment, increasing conversion rates. AI even helps optimize search and recommendation engines, ensuring customers see relevant products faster. The key is contextual, real-time advertising that feels intuitive rather than intrusive.
4. Riad Beladi: Footfall tracking and customer behavior analytics are becoming crucial. How do AI tools improve customer engagement in physical stores?
Frédérique Belarousse: AI-driven footfall tracking gives retailers deep insights into customer movement. Using smart cameras and sensors, AI detects which areas of a store attract the most attention and which aisles are ignored. This helps optimize product placement and improve store design.
AI-powered chatbots and virtual assistants, like Carrefour’s AI-driven in-store help kiosks, guide customers in real time, answering product questions or suggesting alternatives. Also, AI loyalty programs analyze purchase behavior and send personalized discounts to customers, boosting engagement. The more AI understands customer preferences, the more retailers can deliver a seamless, personalized experience.
5. Riad Beladi: AI is often seen as a tool for big retailers. Can small and medium-sized retailers also leverage AI effectively?
Frédérique Belarousse: Absolutely! AI is becoming more accessible and affordable. Many AI solutions—like AI-powered chatbots, recommendation engines, and automated inventory systems—are now available as cloud-based services that even small retailers can integrate without major investments.
For instance, AI-driven POS systems can analyze sales trends and optimize stock levels for small businesses. Personalized email marketing, powered by AI, helps small retailers engage with their customers just as effectively as larger brands. The key is choosing scalable AI tools that match business needs without overcomplicating operations.
6. Riad Beladi: Finally, what do you see as the biggest AI trend in retail for the next five years?
Frédérique Belarousse: The biggest trend will be autonomous shopping experiences powered by AI. Stores will increasingly use AI-driven checkout-free systems, like Amazon Go, making the traditional cash register obsolete.
Another major shift will be hyper-personalization—AI will create unique shopping experiences for each customer, from personalized promotions to AI-driven virtual shopping assistants that understand individual tastes. Also, voice commerce and conversational AI will integrate more deeply, allowing customers to interact with stores using smart speakers or AI assistants like ChatGPT.
Retail will become more intuitive, data-driven, and customer-centric—AI will ensure shopping is faster, smarter, and more engaging than ever before.
Riad Beladi: Thank you, Frédérique, for these incredible insights. It’s clear that AI is revolutionizing every aspect of retail, from foot traffic analysis to personalized marketing. The future of shopping is not just about automation but about creating truly engaging, seamless experiences for consumers.
Frédérique Belarousse: Thank you, Riad! Retail is changing fast, and AI is at the heart of it all. Exciting times ahead!
Final Thought: AI is not replacing retail—it’s reinventing it. The key for retailers, big or small, is to embrace AI strategically to enhance customer experiences, optimize operations, and stay ahead in an increasingly digital world
