Omnichannel Growth Aubert already selected Mi9 end-to-end omnichannel commerce to power all stores across France and Switzerland, and operates more than 120 stores. This positions them to further scale the platform, extend to remaining stores, and add modules like real-time inventory visibility, buy-online-pickup-in-store, loyalty integrations, and faster checkout to boost cross-channel conversions and stock efficiency.

Marketing Optimization With existing use of Microsoft Advertising, Bing Ads, Google Analytics, and Google Tag Manager, there is an opportunity to deepen media buying with dynamic product ads, tailored audience segments, retargeting, cross-border campaigns, and data-driven attribution. A GA4 migration and unified analytics can drive higher ROAS across markets.

Cross-Border Growth The France-Switzerland footprint suggests openness to international expansion. Explore adding additional EU markets, with localized product assortments, cross-border checkout experiences, VAT handling, and partner logistics to maintain customer experience and cost efficiency.

Merchandising Innovation A catalog of thousands of products across a large store network enables data-driven merchandising improvements, enhanced product data quality, category management, and potential private-label development. Streamlined supplier onboarding and digital shelf management can improve margins and time-to-market.

Sustainability Opportunity As a baby-focused retailer with a long-standing brand, there is a path to emphasize safety and sustainability—eco-friendly packaging, safer product standards, and ESG supplier audits—combined with marketing to appeal to eco-conscious parents and differentiate from competitors.