# Rémy Baume on Printemps' Strategy to Enhance Customer Insights and AI

> In his first interview since becoming CEO, Rémy Baume outlines his vision for Printemps, focusing on customer experience and AI to navigate the challenges of modern retail. With an emphasis on emotional engagement, Baume is poised to redefine hospitality in the department store sector.

**Source**: wwd.com | **Published**: 2026-11-12 | **Type**: article

## Key Facts

- Printemps targets 6M clients; enhancing customer insights can boost conversion beyond 1% average.
- Average ticket sales up despite protests; indicates resilience amid challenging consumer spending.
- Strategic focus on personal shopping enhances loyalty; 12 visits/year from top clients highlight potential.
- International tourists account for 40% of sales; recovery hinges on easing protests and marketing.
- AI integration aims to triple e-commerce sales from 10% to 30%; reflects shift towards digital engagement.

## Summary

Rémy Baume, the newly appointed CEO of Printemps, has articulated a clear vision centered on enhancing customer experience through insights and artificial intelligence. This strategic pivot comes as the French department store group prepares for the holiday season with significant renovations and a renewed focus on customer engagement. Baume's approach is particularly relevant in the current retail landscape, where consumer preferences are rapidly evolving, and competition is intensifying.

Baume, who has a robust background in retail and fashion, emphasizes that understanding the customer is paramount. He believes that Printemps has a solid grasp of its target audience but recognizes the potential for improvement. His previous experience with brands that prioritize direct consumer engagement positions him well to leverage customer insights effectively. This focus on customer-centricity is expected to differentiate Printemps from its competitors, many of whom are still grappling with the implications of digital transformation.

Printemps operates 19 stores, including flagship locations in Paris and New York. Under Baume's leadership, the company aims to enhance its customer service by tailoring product offerings to specific client segments. The retailer has already established a strong relationship with its high-value customers, who visit the Haussmann store an average of 12 times a year. Baume plans to expand this model to other customer tiers, particularly targeting aspirational shoppers and international visitors who may be unaware of the premium services available.

The department store's strategy includes a notable emphasis on collaboration with its 2,000 brand partners. Baume aims to improve conversion rates by utilizing customer data to identify potential buyers among the majority who do not make purchases. This data-driven approach not only enhances the customer experience but also aligns with the interests of partner brands, fostering a mutually beneficial relationship. As Printemps refines its offerings, the potential for increased sales and customer loyalty becomes more pronounced.

Despite undergoing a restructuring that includes job cuts and store closures, Baume remains optimistic about Printemps's trajectory. The company is transitioning from a phase of capital-intensive renovations to a focus on enhancing the customer journey. This shift is expected to yield a better return on investment for Divine Investments SA, the retailer's owner. The recent reopening of the Haussmann store's central atrium and the introduction of exclusive brand partnerships signal a commitment to elevating the shopping experience.

However, the retail environment is not without challenges. Baume noted that ongoing protests in France have impacted sales, particularly on weekends, a critical shopping period. The uncertainty surrounding international tourism also poses risks, as foreign visitors account for a significant portion of sales at the flagship store. Baume's acknowledgment of these external factors reflects a realistic approach to navigating the complexities of the current market.

Looking ahead, Printemps is poised to capitalize on its digital transformation efforts. E-commerce currently represents 10% of the group’s sales, but Baume aims to increase this figure to 30% by integrating AI into operations. This technological investment is not merely about enhancing efficiency; it also aims to enrich the customer experience by personalizing interactions and streamlining processes.

As Baume continues to refine Printemps's strategy, the emphasis on customer insights and AI will likely set a new standard in the retail sector. The ability to anticipate and respond to customer needs could position Printemps as a leader in luxury retail, particularly as it seeks to redefine the department store experience. The focus on creating emotional connections with customers may well be the differentiator that enables Printemps to thrive amid the ongoing challenges in the retail landscape.

## Entities

- **Companies**: Printemps, Zadig & Voltaire, Contentsquare, Divine Investments SA
- **Products**: Suite Augustine, Goyard, Brunello Cucinelli, Dior, Jil Sander, DeMellier, Toteme, Isabel Marant, Vivienne Westwood
- **Technologies**: AI
- **People**: Rémy Baume, Jean-Marc Bellaiche, Sheikh Hamad bin Khalifa Al Thani

## Key Concepts

customer insights, AI in retail, customer experience, luxury retail, digital transformation, personal shopping, target audience, omnichannel operations

## Definitions

- **AI**: Artificial Intelligence refers to the simulation of human intelligence in machines that are programmed to think and learn.
- **customer insights**: Customer insights are the understanding of consumer behaviors and preferences derived from data analysis.
- **omnichannel operations**: Omnichannel operations involve providing a seamless customer experience across multiple channels, including online and offline.
- **personal shopping**: Personal shopping is a service where a shopper receives personalized assistance from a shopping expert.
- **luxury retail**: Luxury retail refers to the sale of high-end products that are often associated with prestige and exclusivity.

## Use Cases

- Enhancing customer service through targeted approaches
- Utilizing AI to improve employee creativity and efficiency
- Identifying potential customers for personal shopping services
- Expanding outreach to aspirational and explorer customer tiers
- Boosting e-commerce sales through AI integration
- Improving customer experience by analyzing customer profiles

## Frequently Asked Questions

**What is Rémy Baume's strategy for Printemps?**

Rémy Baume's strategy focuses on leveraging customer insights and AI to enhance the customer experience and drive growth. He aims to better understand customer preferences and improve service offerings.

**How does Printemps plan to use AI?**

Printemps plans to use AI to empower employees, automate processes, and enhance customer data analysis. This will help improve creativity and efficiency across teams.

**What changes are being made to the customer experience?**

Printemps is revamping its customer experience by introducing more personalized services, such as personal shopping, and expanding its outreach to different customer segments.

**What impact have protests had on Printemps?**

Protests against the high cost of living have negatively impacted sales, particularly on Saturdays. However, there are signs of recovery during the rest of the week.

**What is the significance of the Suite Augustine?**

The Suite Augustine represents Printemps' commitment to luxury and personalized service, hosting exclusive events and shopping appointments to enhance customer loyalty.

## Links

- [Read on Welcome.AI](https://welcome.ai/content/rmy-baume-on-printemps-strategy-to-enhance-customer-insights-and-ai)
- [Original source](https://wwd.com/business-news/retail/ceo-talks-printemps-remy-baume-holiday-outlook-protests-ai-1239410790/)

---

Source: Welcome.AI | https://welcome.ai/content/rmy-baume-on-printemps-strategy-to-enhance-customer-insights-and-ai