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Nov 25, 2025
12:40 PM1:10 PM
Salle 2
Partner conference

Omnichannel retailing: can it ever really be achieved?

Omnichannel retailing is a well-defined concept in the retail sector. However, one question remains: despite technological investments, streamlined digital journeys, API integrations and other ‘Spaghetti-as-a-Service’ solutions, have we really achieved what customers expect today? Initially, the objective seemed clear: align channels, unify the experience, centralise data. But once the right tools are in place, one thing becomes clear: it's easy to lose sight of the most important thing — the customer. This session proposes moving away from a purely technical view of omnichannel retailing and repositioning it as a real strategic turning point in retail. Because expectations have changed: * We no longer sell just a Product, Price, Place or Promotion (the traditional 4 Ps of marketing). * We now have to respond to Personalisation, Participation, Prevention and Prediction — the 4 new Ps of truly customer-centric omnichannel marketing. Using concrete examples from the retail sector, notably Allopneus and Beaumanoir, we will see how these new pillars are transforming the customer approach in retail—far beyond the simple technological layer. What if omnichannel marketing wasn't a goal to be achieved, but a lasting paradigm shift that forces us to rethink the way we think about messaging, experience and value?
Marc Envent
ZohoSales Executive
Thomas Ciezar
ZohoDirecteur Markting
E-COMMERCE & OMNICHANNELCRM & CUSTOMER SERVICE
Nov 25, 2025
12:50 PM1:10 PM
Main Stage
Keynote

Quiet Innovation: when care, culture and connection redefine the meaning of luxury Talk by Laura Burdese, Deputy CEO, Bvlgari

There is something profoundly human in the way Bvlgari approaches innovation. At Tech for Retail, I will share two experiences that reflect our belief that innovation, before being a technological achievement, is an act of care. A way to honour our heritage and give more to those who choose us: more meaning, more transparency, more connection. The first one is “Serpenti Infinito”: An immersive journey through Shanghai, Seoul, and Mumbai, where we invited local artists and communities to reinterpret our iconic Serpenti. Above and beyond a “simple” exhibition, it was a cultural dialogue extended to our stores through pop-ups, VR suites, curated installations and personalized experiences. Here, technology added value by quietly amplifying the experience, making it richer, more accessible, and emotionally resonant without ever becoming the main act. The second one is “Connected Jewelry”: the world’s first High Jewelry recognition technology embedded in a mobile app. No devices, no friction. Just the discreet scan of a 0.7 mm engraved code revealing a Digital Passport of origin, transparency, craftsmanship and care. A simple gesture that offers clients something more: access to the full story behind their jewel, a deeper understanding, and a new kind of trust. What makes me passionate about both projects is not their complexity, but their clarity and (apparent) simplicity. They are not about technology for its own sake. They are about using innovation to offer more: more meaning, more emotion, more value to the client. In a time that calls for greater vision, responsibility, and humanity, we believe innovation should be quiet. Not less ambitious. Just more meaningful.
Laura Burdese
BvlgariDeputy CEO
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