The Retail Influencer

End of the month, as usual, Elisa Servais and Vincent Panneels revisit what happened during the last month.

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That was one of the key takeaways from my conversation with Michèle Boockoff-Bajdek, Chief Marketing Officer at Sitecore, in the latest episode of The Retail Influencer.

We discussed Sitecore’s Digital Authenticity Index and what authenticity really means in an AI-driven retail environment.

A few highlights:

·       68% of consumers say digital interactions carry as much or more weight than real-world interactions when judging authenticity.

·       83% of Gen Z consumers believe AI can be beneficial when used responsibly. Being comfortable with AI does not necessarily mean trusting everything it produces.

·       74% of Gen Z say AI-generated content is easy to spot. Generic or artificial experiences are increasingly difficult to hide.

·       Almost 7 in 10 Gen Z consumers have switched brands or reduced engagement because a digital experience did not feel trustworthy or authentic.

·       96% of consumers consider accuracy extremely important.

·       65% say undisclosed use of AI decreases their trust.

But beyond the numbers, one idea really stayed with me: The customer doesn't experience an AI failure. They experience a broken brand promise.

If an AI assistant gives the wrong price, says a product is available when it isn't, or promises a delivery that never arrives, the consumer doesn't blame “the technology”. They blame the brand.

And there is another major shift happening. The traditional purchase funnel is collapsing.

Consumers can now use AI to discover products, compare options and make decisions without ever visiting a retailer's website or store. So brands increasingly need to be not only visible, but correctly understood by AI systems.

Michèle also shared a very simple three-question test for retailers considering AI:

·       Is it genuinely improving the customer experience?

·       Can we stand behind the information and recommendations it provides?

·       And when something goes wrong, can the customer easily reach a human?

Experience. Transparency. Human support.

Three simple principles, but perhaps increasingly important ones.

Listen to the full conversation with Michèle Boockoff-Bajdek on the English-language stream of The Retail Influencer.

This is a conversation about AI, Gen Z, personalization, trust and what authenticity really means for the future of retail.

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What if alcohol excise duties were costing Belgium more value than they generate?

That is the question I put to Geert Van Lerberghe and Étienne Bouillon from Vinum et Spiritus in this new episode of Retail Influencer.

Since the major increase in excise duties in 2015, price differences with neighbouring countries have become significant for certain categories.

And the issue goes far beyond the bottle of alcohol itself.

A consumer crossing the border to buy whisky, gin or liqueur at a lower price may also do part of their grocery shopping there. Alcohol then becomes the trigger that can move an entire shopping basket abroad. With consequences for Belgian retailers, suppliers, employment and, more broadly, for the value created in Belgium.

A conversation that goes well beyond alcohol and raises a real retail question: how do we make sure that consumer spending stays on our market as much as possible?

I invite you to listen to the original conversation on the French podcast stream of Retail Influencer www.20CENTRETAIL.com

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Elisa Servais was in Paris for the second edition of NRF Retail’s Big Show Europe. Naturally, in this episode of the Retail Influencer, we take a look at what she saw, heard… and, above all, what caught her attention.

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Maison&Objet is not a retail show. And that is precisely why retailers should pay attention to it.

In this new episode of the Retail Influencer, Elisa Servais talks to Vincent Panneels about her visit to Maison&Objet in Paris.

A show that we instinctively associate with decoration, design, home and lifestyle. But which, according to Elisa, is becoming increasingly interesting for anyone working on physical stores.

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September was clearly not a quiet start to the retail season.

Quite the opposite.

Between the Carrefour and Delhaize trade shows, new concepts such as ShopeeZ and CRAVY, the transformation of Cora, the trends emerging for the end of the year, wine fairs, NRF Paris, Maison&Objet… there was certainly plenty going on.

In this new Monthly Recap, Elisa Servais and I look back at what stood out to us over the past few weeks.

But also at what’s coming up in October: a visit to Luxembourg, the Retail Tours and, of course, SIAL Paris.

A very busy September.

And it looks like October won’t be any quieter.

Listen to the new episode of the Retail Influencer.

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I don’t know if you saw it, but there has been quite a bit of noise around Delhaize’s checkout system, and more specifically around the one at the Delhaize store in Braine-l’Alleud.

So I looked into it. I searched. And I couldn’t find any official statement from Delhaize on the subject.

That struck me as quite surprising. Because if Delhaize were officially testing a new checkout system in one of its stores, I would expect the information to be communicated, or at the very least, that I would be informed as part of my work.

And then I read different things here and there. A test. A U-turn. Stories about theft. Different interpretations depending on the article.

In short, it wasn’t exactly clear.

In this kind of situation, I did what I believe any good Retail Influencer should do: go and see for themselves. So I went to the Delhaize store in Braine-l’Alleud to understand what was really happening.

And I was welcomed by Nicolas Thery, the affiliate who operates the store, who took the time to tell me the whole story.

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For a new episode of the Retail Influencer, I met with Alain Pardoms to talk about Delhaize’s September Wine Festival.

The event, its commercial approach, market trends and how Delhaize aims to remain a reference in wine in Belgium: we take a closer look at the key elements of this year’s edition.

Here you get the highlights. For the original conversation with Alain, head to the french stream of the Retail Influencer.

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In this new episode of the Retail Influencer, I look at Delhaize’s approach to fresh produce: assortment, Belgian growers, innovation, convenience, in-store experience and affordability.

I spoke with Géraldine Pieters, Category Director Fruits & Vegetables at Delhaize, about the challenges facing a category that plays an increasingly important role in consumers’ everyday lives.

In this episode you get the highlights, and the full interview is available on the Dutch-language stream of the Retail Influencer.

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SIAL Paris 2026 is approaching… and of course I couldn’t miss the opportunity to talk about it with Jean-Gabriel Mollard, Director of SIAL Paris, in a new episode of The Retail Influencer.

According to Jean-Gabriel, SIAL is a bit like the World Cup of food. Thousands of exhibitors, professionals from all over the world and, above all, a concentration of trends, innovations and new concepts to discover.

In this episode, we talk about:

· The key trends that will shape the 2026 edition

· The role of artificial intelligence in food and at the trade show itself

· SIAL Innovation and the thousands of products competing

· Startups and innovations that deserve a closer look

· The growth of snacking and street food

· The new Street Lab and new ways of discovering trends

· How to effectively prepare your visit to a trade show that has become gigantic

· And why, despite all the technology available, you should always keep some time to wander around and make unexpected discoveries

SIAL Paris 2026 will take place from 17 to 21 October at Paris-Nord Villepinte.

The full episode is available in French on The Retail Influencer. And for those who prefer Dutch or English, capsules are also available.

I will personally be at SIAL on 19 and 20 October.

Of course, I couldn’t miss this event.

Are you visiting SIAL? Do you have a stand? Do you have a new product, a concept, or simply want to catch up?

I still have a few gaps in my agenda, so feel free to contact me. I’m sure we can find a moment to meet.

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