{"id":13916,"date":"2026-01-28T09:44:47","date_gmt":"2026-01-28T08:44:47","guid":{"rendered":"https:\/\/www.optimalways.com\/?p=13916"},"modified":"2026-01-30T15:51:01","modified_gmt":"2026-01-30T14:51:01","slug":"back-from-nrf-lille-2026-lucp-ouvre-lere-du-commerce-agentique","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/fr\/2026\/01\/back-from-nrf-lille-2026-lucp-ouvre-lere-du-commerce-agentique\/","title":{"rendered":"Back from NRF Lille 2026 : l\u2019UCP ouvre l\u2019\u00e8re du commerce agentique"},"content":{"rendered":"<p id=\"ember1494\" class=\"ember-view reader-text-block__paragraph\">Le <strong>20 janvier 2026<\/strong>, le traditionnel <strong>Back from NRF<\/strong> faisait son grand retour avec un <strong>format enti\u00e8rement revisit\u00e9<\/strong>. Nouvelle \u00e9quipe d\u2019organisation men\u00e9e par la p\u00e9tillante <a id=\"ember1495\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/il-mahrouch\/\">Ilana Mahrouch<\/a>, nouveaux speakers, et une \u00e9volution vers un format <strong>afterwork<\/strong>, prolong\u00e9 par un <strong>d\u00eener VIP<\/strong>.<\/p>\n<p id=\"ember1496\" class=\"ember-view reader-text-block__paragraph\">Une constante toutefois : la pr\u00e9sence fid\u00e8le de <a id=\"ember1497\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/koch3\/\">Michel Koch<\/a>, v\u00e9t\u00e9ran de la vente \u00e0 distance, de l\u2019e-commerce et du retail, toujours aussi passionn\u00e9 lorsqu\u2019il s\u2019agit de partager ses d\u00e9couvertes venues d\u2019outre-Atlantique. Cette \u00e9dition \u00e9tait <strong>co-anim\u00e9e en fran\u00e7ais et en anglais<\/strong> avec <a id=\"ember1498\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/ianjindal\/\">Ian Jindal<\/a> de <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/rtlx\/\" data-test-app-aware-link=\"\">RetailX<\/a>, expert britannique reconnu, apportant une lecture internationale et tr\u00e8s concr\u00e8te des tendances.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1499\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGsDGbJKRg8ow\/article-inline_image-shrink_1500_2232\/B4EZvifbF.HkAY-\/0\/1769031448289?e=1770854400&amp;v=beta&amp;t=JkY8VnIh9JAX_bX3PBBJq22b2LlDz2vbn3K358N5irc\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<p id=\"ember1500\" class=\"ember-view reader-text-block__paragraph\">L\u2019\u00e9v\u00e9nement a rassembl\u00e9 <strong>plus de 70 participants<\/strong> \u00e0 <strong>Wasquehal<\/strong>, au c\u0153ur de la <strong>m\u00e9tropole lilloise<\/strong>, dans le cadre inspirant de la <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/auxbienheureux.com\/\" target=\"_self\" data-test-app-aware-link=\"\"><strong>Maison des Bienheureux<\/strong><\/a> : un manoir datant de <strong>1925<\/strong>, ancien si\u00e8ge de <strong>La Redoute<\/strong> puis de <strong>Promod<\/strong>, aujourd\u2019hui lieu hybride m\u00ealant boutique-h\u00f4tel, bar \u00e0 cocktails, cave \u00e0 vin et salon de th\u00e9.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1501\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQG75oyRZ0te9A\/article-inline_image-shrink_1500_2232\/B4EZvifbGAGoAU-\/0\/1769031448078?e=1770854400&amp;v=beta&amp;t=OoL9h5rFPlowB0-u-of9mqaSNbrDRAw1QNIta6u9QLY\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1502\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udcca NRF 2026 : l\u2019ampleur du rendez-vous<\/h2>\n<p id=\"ember1503\" class=\"ember-view reader-text-block__paragraph\">Avant d\u2019entrer dans le fond, un rappel d\u2019\u00e9chelle s\u2019impose. La NRF 2026, c\u2019est <strong>40 000 professionnels du retail<\/strong> et <strong>6 000 marques repr\u00e9sent\u00e9es<\/strong>, avec une forte dimension internationale. Les profils pr\u00e9sents couvrent l\u2019ensemble de la cha\u00eene de valeur : dirigeants, \u00e9quipes op\u00e9rationnelles, IT, digital, supply chain, merchandising.<\/p>\n<p id=\"ember1504\" class=\"ember-view reader-text-block__paragraph\">Une diversit\u00e9 qui fait la richesse de l\u2019\u00e9v\u00e9nement\u2026 mais aussi sa densit\u00e9 : <strong>trois jours tr\u00e8s intenses<\/strong>, qu\u2019il faut pr\u00e9parer pour en tirer un maximum de valeur.<\/p>\n<h2 id=\"ember1505\" class=\"ember-view reader-text-block__heading-2\">\ud83c\udf0d March\u00e9 &amp; perspectives : croissance, mais sous tension<\/h2>\n<p id=\"ember1506\" class=\"ember-view reader-text-block__paragraph\">Les projections partag\u00e9es restent positives : le e-commerce mondial vise <strong>8 148 trillions de dollars en 2026<\/strong>, avec une trajectoire de croissance estim\u00e9e autour de <strong>+4 % par an<\/strong>.<\/p>\n<p id=\"ember1507\" class=\"ember-view reader-text-block__paragraph\">Mais la NRF rappelle aussi une r\u00e9alit\u00e9 parfois sous-estim\u00e9e : <strong>le magasin reste au c\u0153ur du r\u00e9acteur<\/strong>. \u00c0 l\u2019\u00e9chelle mondiale, <strong>76 % des ventes<\/strong> sont encore r\u00e9alis\u00e9es <strong>en physique<\/strong>.<\/p>\n<h2 id=\"ember1508\" class=\"ember-view reader-text-block__heading-2\">\ud83e\udde0 Tendances consommateurs : ce que disent les chiffres US<\/h2>\n<p id=\"ember1509\" class=\"ember-view reader-text-block__paragraph\">Plusieurs signaux forts ressortent c\u00f4t\u00e9 \u00c9tats-Unis :<\/p>\n<ul>\n<li>une croissance des d\u00e9penses pendant les f\u00eates d\u2019environ <strong>+4 %<\/strong><\/li>\n<li><strong>+18 % de transactions<\/strong><\/li>\n<li>une hausse du <strong>spending par visite<\/strong><\/li>\n<\/ul>\n<p id=\"ember1511\" class=\"ember-view reader-text-block__paragraph\">Les <strong>marketplaces<\/strong> continuent de tirer le march\u00e9 (<strong>+22 %<\/strong>), port\u00e9es notamment par <strong>TikTok Shop<\/strong>, utilis\u00e9 par une part significative des <strong>18\u201324 ans<\/strong>.<\/p>\n<p id=\"ember1512\" class=\"ember-view reader-text-block__paragraph\">C\u00f4t\u00e9 paiement, le <strong>BNPL<\/strong> s\u2019installe durablement : pr\u00e8s de <strong>45 % des 18\u201339 ans<\/strong> y ont recours, avec une croissance \u00e0 deux chiffres. Et sans surprise, le <strong>mobile-first behavior<\/strong> devient la norme chez les jeunes g\u00e9n\u00e9rations.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1513\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGp53IAYOBOSw\/article-inline_image-shrink_1500_2232\/B4EZvifbF9KgAU-\/0\/1769031447791?e=1770854400&amp;v=beta&amp;t=KbTZw21iHVTKtdKB6qpNwwwDKuni4rmWqtt1oFTfq7I\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1514\" class=\"ember-view reader-text-block__heading-2\">\ud83c\udf0d Facteurs macro : une consommation de plus en plus asym\u00e9trique<\/h2>\n<p id=\"ember1515\" class=\"ember-view reader-text-block__paragraph\">Au-del\u00e0 du digital, plusieurs facteurs structurels p\u00e8sent sur la consommation.<\/p>\n<p id=\"ember1516\" class=\"ember-view reader-text-block__paragraph\">Le concept de <strong>K-shaped economy<\/strong> illustre une fracture nette : une minorit\u00e9 de consommateurs concentre une part majeure des d\u00e9penses, notamment sur le luxe.<\/p>\n<p id=\"ember1517\" class=\"ember-view reader-text-block__paragraph\">L\u2019impact des <strong>GLP-1<\/strong> (m\u00e9dicaments coupe-faim) est \u00e9galement \u00e9voqu\u00e9, avec des effets d\u00e9j\u00e0 visibles sur le grocery, la restauration et certaines cha\u00eenes de fast-food.<\/p>\n<p id=\"ember1518\" class=\"ember-view reader-text-block__paragraph\">Dans ce contexte \u00e9mergent des comportements qualifi\u00e9s de <strong>\u201cdoom spending\u201d<\/strong> : des d\u00e9penses \u00e9motionnelles, li\u00e9es \u00e0 l\u2019anxi\u00e9t\u00e9 \u00e9conomique et \u00e0 la saturation informationnelle.<\/p>\n<p id=\"ember1519\" class=\"ember-view reader-text-block__paragraph\">Enfin, un risque est identifi\u00e9 comme un <strong>tsunami potentiel<\/strong> : l\u2019\u00e9volution des <strong>prix de l\u2019\u00e9lectricit\u00e9 aux \u00c9tats-Unis<\/strong>, susceptible de peser lourdement sur le pouvoir d\u2019achat.<\/p>\n<h2 id=\"ember1520\" class=\"ember-view reader-text-block__heading-2\">\ud83d\uddfd New York : quand le terrain rend tout cela tr\u00e8s concret<\/h2>\n<p id=\"ember1521\" class=\"ember-view reader-text-block__paragraph\">Sur place, les contrastes sont frappants : <strong>vente libre de cannabis<\/strong> en plein Manhattan, <strong>vente \u00e0 la sauvette de sacs de luxe<\/strong>, cohabitation permanente entre innovation, tensions \u00e9conomiques et cr\u00e9ativit\u00e9. New York reste un laboratoire \u00e0 ciel ouvert.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1522\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQHZ1grI9l4CPw\/article-inline_image-shrink_1000_1488\/B4EZvifbF8GsAQ-\/0\/1769031448116?e=1770854400&amp;v=beta&amp;t=ngkZJU1qaohW89ZPsMPOr-4YSMhc5gRyHxA6qf7G0NM\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1523\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udd25 L\u2019annonce majeure : Universal Commerce Protocol (UCP)<\/h2>\n<p id=\"ember1524\" class=\"ember-view reader-text-block__paragraph\">S\u2019il ne fallait retenir qu\u2019une annonce de la NRF 2026, ce serait celle-ci : <strong>l\u2019Universal Commerce Protocol (UCP)<\/strong>.<\/p>\n<p id=\"ember1525\" class=\"ember-view reader-text-block__paragraph\">Pr\u00e9sent\u00e9 comme l\u2019\u00e9quivalent du <strong>HTTP du web des ann\u00e9es 90<\/strong>, l\u2019UCP est un <strong>protocole ouvert<\/strong> visant \u00e0 standardiser la description des <strong>produits<\/strong> et des <strong>checkouts<\/strong>, afin de rendre le commerce <strong>lisible et actionnable par des agents IA<\/strong>.<\/p>\n<p id=\"ember1526\" class=\"ember-view reader-text-block__paragraph\">Les partenaires annonc\u00e9s sont majeurs : <strong>Google, Walmart, Carrefour, Shopify, Zalando<\/strong>. Et point cl\u00e9 : <strong>personne ne poss\u00e8de le protocole<\/strong>, il est d\u00e9velopp\u00e9 collectivement.<\/p>\n<p id=\"ember1527\" class=\"ember-view reader-text-block__paragraph\">Un exemple tr\u00e8s concret : <strong>Monos<\/strong> (<a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.monos.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.monos.com\/<\/a>). Gr\u00e2ce \u00e0 des donn\u00e9es produits conformes \u00e0 l\u2019UCP, la marque est s\u00e9lectionn\u00e9e par l\u2019agent Google comme une option valide, sans achat m\u00e9dia. La transaction reste op\u00e9r\u00e9e par Monos, qui conserve <strong>la relation client et la donn\u00e9e transactionnelle<\/strong>.<\/p>\n<h2 id=\"ember1528\" class=\"ember-view reader-text-block__heading-2\">\ud83e\udd16 Ce que l\u2019UCP change concr\u00e8tement<\/h2>\n<p id=\"ember1529\" class=\"ember-view reader-text-block__paragraph\">Demain, le parcours d\u2019achat pourrait se structurer ainsi :<\/p>\n<ul>\n<li>des marchands avec des profils <strong>machine-readables<\/strong><\/li>\n<li>des agents capables de <strong>comparer, n\u00e9gocier et choisir<\/strong><\/li>\n<li>un <strong>checkout structur\u00e9<\/strong> ex\u00e9cut\u00e9 directement dans l\u2019interface IA<\/li>\n<\/ul>\n<p id=\"ember1531\" class=\"ember-view reader-text-block__paragraph\">Les premi\u00e8res int\u00e9grations sont annonc\u00e9es <strong>op\u00e9rationnelles d\u00e8s mars 2026<\/strong>.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1532\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQG-J1p_Oxqu_g\/article-inline_image-shrink_1500_2232\/B4EZvifbF8IEAU-\/0\/1769031447933?e=1770854400&amp;v=beta&amp;t=kKzOs2plh7q9rRsW_7dJ4YkjKlGjLIeytzSx3vAkND4\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1533\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udee0\ufe0f Les chantiers strat\u00e9giques \u00e0 enclencher<\/h2>\n<p id=\"ember1534\" class=\"ember-view reader-text-block__paragraph\">Pour les retailers, le message est clair : l\u2019UCP impose de <strong>poser d\u00e8s maintenant les fondations<\/strong> (donn\u00e9es fiables, conformit\u00e9, stack technique), avant d\u2019attaquer les chantiers relationnels et \u00e9conomiques du commerce agentique.<\/p>\n<p id=\"ember1535\" class=\"ember-view reader-text-block__paragraph\">\u00c0 court terme : fiabilisation des catalogues, prix et stocks en temps r\u00e9el, alignement legal &amp; compliance (GDPR, DMA, DSA), mise \u00e0 niveau des stacks e-commerce. \u00c0 moyen terme : r\u00e9invention du CRM et de la fid\u00e9lit\u00e9, industrialisation des agents CX, \u00e9volution des mod\u00e8les \u00e9conomiques et anticipation des futures interfaces agentiques.<\/p>\n<h2 id=\"ember1536\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udcc8 Retail &amp; IA : des r\u00e9sultats, mais une maturit\u00e9 encore limit\u00e9e<\/h2>\n<p id=\"ember1537\" class=\"ember-view reader-text-block__paragraph\">L\u2019IA montre d\u00e9j\u00e0 des r\u00e9sultats positifs sur la recherche produit, la personnalisation et la segmentation client. Pour autant, <strong>peu de retailers disposent aujourd\u2019hui d\u2019une strat\u00e9gie IA r\u00e9ellement structur\u00e9e<\/strong>, laissant entrevoir un fort potentiel\u2026 mais aussi un retard \u00e0 combler.<\/p>\n<h2 id=\"ember1538\" class=\"ember-view reader-text-block__heading-2\">\ud83e\uddf1 Frictionless vs vol : un \u00e9quilibre fragile<\/h2>\n<p id=\"ember1539\" class=\"ember-view reader-text-block__paragraph\">Multiplier les dispositifs anti-vol r\u00e9duit la d\u00e9marque, mais <strong>fait aussi baisser la propension \u00e0 acheter<\/strong>. Un arbitrage de plus en plus sensible pour les enseignes.<\/p>\n<h2 id=\"ember1540\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udcfa Retail Media : quand la supply chain devient un levier m\u00e9dia<\/h2>\n<p id=\"ember1541\" class=\"ember-view reader-text-block__paragraph\">Le <strong>retail media in-store<\/strong> appara\u00eet comme un levier encore largement <strong>sous-mon\u00e9tis\u00e9<\/strong>. L\u2019exploitation de la data supply chain (stocks, disponibilit\u00e9, d\u00e9lais) permet de s\u00e9curiser les campagnes, d\u2019am\u00e9liorer le ciblage et de g\u00e9n\u00e9rer des revenus additionnels significatifs.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1542\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQHwNcwRKhfM4Q\/article-inline_image-shrink_1500_2232\/B4EZvifbF6HwAU-\/0\/1769031448128?e=1770854400&amp;v=beta&amp;t=r8Ma7le48VGOYDXl7fZDhVjNrFAO88A4LUf7pGtHJO4\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1543\" class=\"ember-view reader-text-block__heading-2\">\u26a1Startups : l\u2019IA appliqu\u00e9e, tr\u00e8s concr\u00e8te<\/h2>\n<p id=\"ember1544\" class=\"ember-view reader-text-block__paragraph\">Le <strong>Tech Innovation Tour<\/strong> a mis en avant plusieurs solutions particuli\u00e8rement op\u00e9rationnelles :<\/p>\n<ul>\n<li><strong>Envive<\/strong> \u2013 agents IA <em>brand-safe<\/em> avec LLM d\u00e9di\u00e9s par retailer \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.envive.ai\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.envive.ai\/<\/a><\/li>\n<li><strong>Ethosphere<\/strong> \u2013 analyse des conversations vendeurs pour former et coacher les \u00e9quipes terrain \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/ethosphere.ai\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/ethosphere.ai\/<\/a><\/li>\n<li><strong>Lumi AI<\/strong> \u2013 optimisation des <strong>MOQ<\/strong> et r\u00e9v\u00e9lation de <strong>millions de dollars de demande non servie<\/strong> \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.lumi-ai.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.lumi-ai.com\/<\/a><\/li>\n<li><strong>Paper Weight AI<\/strong> \u2013 capteurs papier pour le suivi rayon, <strong>restock pr\u00e9dictif<\/strong> et <strong>pricing dynamique<\/strong> \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.paperweight.ai\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.paperweight.ai\/<\/a><\/li>\n<li><strong>Pipe17<\/strong> \u2013 orchestration omnicanale des commandes et synchronisation temps r\u00e9el des stocks \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/pipe17.com\/ai\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/pipe17.com\/ai\/<\/a><\/li>\n<li><strong>ReFiBuy<\/strong> \u2013 pr\u00e9paration et optimisation des <strong>catalogues produits<\/strong> pour les agents GenAI et l\u2019UCP \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.refibuy.ai\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.refibuy.ai\/<\/a><\/li>\n<\/ul>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1546\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQFXAVeyrwC5OA\/article-inline_image-shrink_1000_1488\/B4EZvifbF4G0AU-\/0\/1769031448312?e=1770854400&amp;v=beta&amp;t=bBUcdXnoN-zMdb4ZD6eYgcc7Oqj0mUlBaoQVSDkPNjs\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember1547\" class=\"ember-view reader-text-block__heading-2\">\ud83c\udfec Store tours : New York comme laboratoire sensoriel<\/h2>\n<p id=\"ember1548\" class=\"ember-view reader-text-block__paragraph\">Enfin, les <strong>store tours<\/strong> confirment que le retail se vit de plus en plus comme une <strong>exp\u00e9rience<\/strong> :<\/p>\n<ul>\n<li><strong>Athletic Propulsion Labs<\/strong> \u2013 architecture, mat\u00e9riaux, lumi\u00e8re, parfum : le store devient la marque \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.athleticpropulsionlabs.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.athleticpropulsionlabs.com\/<\/a><\/li>\n<li><strong>Buck Mason<\/strong> \u2013 <em>quiet branding<\/em>, hospitalit\u00e9, caf\u00e9, livres, vinyles : une exp\u00e9rience lifestyle assum\u00e9e \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.buckmason.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.buckmason.com\/<\/a><\/li>\n<li><strong>Crocs<\/strong> \u2013 le magasin comme <strong>terrain de jeu<\/strong> et plateforme de personnalisation \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.crocs.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.crocs.com\/<\/a><\/li>\n<li><strong>Monos<\/strong> \u2013 d\u00e9monstration tr\u00e8s concr\u00e8te d\u2019un commerce <strong>UCP-ready<\/strong> \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.monos.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.monos.com\/<\/a><\/li>\n<li><strong>Meta Lab (5th Avenue)<\/strong> \u2013 showroom immersif et personnalisation \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.meta.com\/fr\/en\/meta-lab\/new-york-city\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/www.meta.com\/fr\/en\/meta-lab\/new-york-city\/<\/a><\/li>\n<li><strong>Printemps New York<\/strong> \u2013 une \u201ccitation\u201d du Printemps parisien, tr\u00e8s exp\u00e9rientielle, dans le contexte particulier de Wall Street \ud83d\udc49 <a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/us.printemps.com\/\" target=\"_self\" data-test-app-aware-link=\"\">https:\/\/us.printemps.com\/<\/a><\/li>\n<\/ul>\n<h3 id=\"ember1550\" class=\"ember-view reader-text-block__heading-3\">\u26a0\ufe0f \u00c0 retenir<\/h3>\n<p id=\"ember1551\" class=\"ember-view reader-text-block__paragraph\">Un point a frapp\u00e9 par son absence : <strong>pas un mot sur la sustainability pendant toute la NRF 2026. <\/strong>Un silence d\u2019autant plus marquant au regard de la place importante du sujet en Europe.<\/p>\n<p id=\"ember1552\" class=\"ember-view reader-text-block__paragraph\">\ud83d\ude4f <strong>Un immense merci aux deux conf\u00e9renciers, Michel Koch et Ian Jindal, aux sponsors <\/strong><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/wair-retail-employees\/\" data-test-app-aware-link=\"\">WAIR<\/a> <strong>(repr\u00e9sent\u00e9 par <\/strong><a id=\"ember1553\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/mitchvandeursen\/\">Mitch van Deursen<\/a><strong>), <\/strong><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/deloitte\/\" data-test-app-aware-link=\"\">Deloitte<\/a> <strong>(repr\u00e9sent\u00e9 par <\/strong><a id=\"ember1554\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/julienvigneau\/\">Julien Vigneau<\/a><strong>), <\/strong><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/flyzipline\/\" data-test-app-aware-link=\"\">Zipline<\/a> <strong>(repr\u00e9sent\u00e9 par <\/strong><a id=\"ember1555\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/anthonygavin\/\">Anthony Gavin<\/a> <strong>), pour cette soir\u00e9e exceptionnelle ainsi qu\u2019\u00e0 la fabuleuse <\/strong><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/il-mahrouch?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAASlyaEBAJ0Sp8mFf8rf5qd0nn_QN6By1ug\" target=\"_self\" data-test-app-aware-link=\"\"><strong>Ilana Mahrouch<\/strong><\/a><strong> pour une organisation impeccable.<\/strong><\/p>\n<h2 id=\"ember1557\" class=\"ember-view reader-text-block__heading-2\">Autres contenus sur la soir\u00e9e !<\/h2>\n<ul>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/posts\/il-mahrouch_retail-nrf2026-backfrom-activity-7419081398092935169-96g2\/\" target=\"_self\" data-test-app-aware-link=\"\">\u00c0 demain, Lille. \ud83d\udd25Suite \u00e0 la premi\u00e8re \u00e9dition du WAIR Executive Dinner en novembre, nous avons d\u00e9cid\u00e9 de voir encore plus grand pour ouvrir l\u2019ann\u00e9e l\u00e0 o\u00f9 le retail a envie de se retrouver<\/a>. par <a id=\"ember1559\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/il-mahrouch\/\">Ilana Mahrouch<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7419619800189968384\/\" target=\"_self\" data-test-app-aware-link=\"\">NRF 2026 : Fallait-il vraiment traverser l\u2019Atlantique pour comprendre le futur du Retail ? \u2708\ufe0f\ud83d\uddfdHier soir, \u00e0 la Maison des Bienheureux, Michel Koch et Ian Jindal (in french and english please \ud83d\ude09 nous ont partag\u00e9 leur back from NRF (40 000 visiteurs sur 3 jours \u00e0 New York, 6 000 marques repr\u00e9sent\u00e9es, 40 startup fran\u00e7aises pr\u00e9sentes).<\/a> par <a id=\"ember1560\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/chrystel-desproges-b483616\/\">Chrystel Desproges<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7419667030645161984\/\" target=\"_self\" data-test-app-aware-link=\"\"><strong>Back From NRF 2026 \u2013 New York. Hier soir avec Michel Koch et Ian Jindal \ud83d\ude4c\ud83d\udc49 Le sujet n\u2019est plus la digitalisation du retail, mais son orchestration.<\/strong><\/a> par <a id=\"ember1561\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/marion-marescaux-b289094\/\">Marion Marescaux<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7419652350782500864\/\" target=\"_self\" data-test-app-aware-link=\"\">\ud835\udc0b\ud835\udc1e \ud835\udc0d\ud835\udc11\ud835\udc05, \ud835\udc1c\u2019\ud835\udc1e\ud835\udc2c\ud835\udc2d \ud835\udc1b\ud835\udc22\ud835\udc1e\ud835\udc27. \ud835\udc14\ud835\udc27 \ud835\udc1b\ud835\udc1a\ud835\udc1c\ud835\udc24 \ud835\udc1f\ud835\udc2b\ud835\udc28\ud835\udc26 \ud835\udc0d\ud835\udc11\ud835\udc05 \ud835\udc1a\u0300 \ud835\udc0b\ud835\udc22\ud835\udc25\ud835\udc25\ud835\udc1e, \ud835\udc1e\ud835\udc27\ud835\udc2d\ud835\udc2b\ud835\udc1e \ud835\udc29\ud835\udc1a\ud835\udc22\ud835\udc2b\ud835\udc2c, \ud835\udc1c\u2019\ud835\udc1e\ud835\udc2c\ud835\udc2d \ud835\udc29\ud835\udc1a\ud835\udc2b\ud835\udc1f\ud835\udc28\ud835\udc22\ud835\udc2c \ud835\udc26\ud835\udc22\ud835\udc1e\ud835\udc2e\ud835\udc31. Hier soir, \u00e0 la Maison des Bienheureux, retour d\u2019exp\u00e9rience dense et \u00e9clairant<\/a> par <a id=\"ember1562\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/david-edouart\/\">David Edouart<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7419769025922076672\/\" target=\"_self\" data-test-app-aware-link=\"\">Le Retail a deux visages. Celui qui brille dans les magazines, et celui qui encaisse. \ud83c\udfea\ud83d\udcb8<\/a> par <a id=\"ember1563\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/aurelienlepretre\/\">Aur\u00e9lien Lepretre \ud83d\ude80\ud83e\udd16\u2728<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7419700428616937472\/\" target=\"_self\" data-test-app-aware-link=\"\">\ud835\ude50\ud835\ude63\ud835\ude5a \ud835\ude58\ud835\ude5d\ud835\ude64\ud835\ude68\ud835\ude5a \ud835\ude5a\ud835\ude68\ud835\ude69 \ud835\ude58\ud835\ude61\ud835\ude56\ud835\ude5e\ud835\ude67\ud835\ude5a \u00e0 \ud835\ude67\ud835\ude5a\ud835\ude69\ud835\ude5a\ud835\ude63\ud835\ude5e\ud835\ude67 : le retail traverse une phase de transformation profonde, entre contrefa\u00e7on, essor du retail media et int\u00e9gration progressive de l\u2019IA.<\/a> par <a id=\"ember1564\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/rsalem\/\">Rami Salem<\/a><\/li>\n<li><a class=\"kBgpcyXFNpkpsySUadbrgokwcBSJFTnFWYsOyo \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/posts\/il-mahrouch_merci-lille-ou-plus-pr%C3%A9cis%C3%A9ment-merci-activity-7419739048996491265-AiVB\" target=\"_self\" data-test-app-aware-link=\"\">Merci Lille \u2014 ou plus pr\u00e9cis\u00e9ment, Merci Wasquehal ! Une communaut\u00e9 r\u00e9unie, des \u00e9changes francs et l\u2019envie de faire les choses autrement ! Cette \u00e9dition de Back From NRF a montr\u00e9 qu\u2019un format simple, centr\u00e9 sur le partage d\u2019exp\u00e9riences concr\u00e8tes entre retailers, cr\u00e9e imm\u00e9diatement de la valeur.<\/a> par <a id=\"ember1565\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/il-mahrouch\/\">Ilana Mahrouch<\/a><\/li>\n<\/ul>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember1566\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGh0mcd9Mef7g\/article-inline_image-shrink_1500_2232\/B4EZvifbGDKoAU-\/0\/1769031448616?e=1770854400&amp;v=beta&amp;t=1spHA87b1EK1U8vFWQrusatw5yYLyKJzCGcAli6YVMk\" alt=\"Contenu de l\u2019article\" \/><\/div>\n<\/div>\n<\/figure>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le 20 janvier 2026, le traditionnel Back from NRF faisait son grand retour avec un format enti\u00e8rement revisit\u00e9. Nouvelle \u00e9quipe d\u2019organisation men\u00e9e par la p\u00e9tillante Ilana Mahrouch, nouveaux speakers, et une \u00e9volution vers un format afterwork, prolong\u00e9 par un d\u00eener VIP. Une constante toutefois : la pr\u00e9sence fid\u00e8le de Michel Koch, v\u00e9t\u00e9ran de la vente [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[29],"tags":[],"class_list":["post-13916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouveautes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Back from NRF Lille 2026 : l\u2019UCP ouvre l\u2019\u00e8re du commerce agentique - Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)<\/title>\n<meta name=\"description\" content=\"Le 20 janvier 2026, le traditionnel Back from NRF faisait son grand retour avec un format enti\u00e8rement revisit\u00e9. 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