July 11, 2025 • 15 mins
Why Europe’s grocers love ‘Le Drive’ and how Mango turned AI into a personal stylist.
⏩ Jump to a topic: 00:00 Intro | 01:05 Drive‑Thru Grocery (Leclerc, Carrefour) | 04:03 Auchan × Houra deal | 06:28 Spain’s BM premium format | 07:37 Mango AI Stylist | 12:05 ‘Messy Era’ culture shift | 15:05 Sign‑off
Welcome to the European edition of *Five Things Friday*.
🔹 **Drive‑thru grocery (‘Le Drive’)** now 10 % of French grocery sales – flagship operators **Leclerc** & **Carrefour**
🔹 **Auchan** teams with **Houra.fr** after closing Auchan Direct, echoing Ocado‑style partnerships
🔹 **BM Supermercados** shows Spain how premium community stores beat the price war of **Aldi** & **Lidl**
🔹 **Mango** launches *Mango Stylist AI* – personalised outfits across web, app & Instagram
🔹 TikTok data (@curatingambiance) signals the end of the *Clean Girl* era; make room for Europe’s new #MessyCulture
🎧 Listen on Spotify & Apple Podcasts → [links once live]
📄 Full transcript & notes → https://theretailpodcast.com/five‑things‑friday‑eu‑13
RESOURCES & FURTHER READING
• Actu‑Retail on drive‑thru boom — https://www.actu-retail.fr/2025/06/25/e-commerce-alimentaire-le-drive-toujours-en-pleine-acceleration/
• Auchan × Houra deep‑dive — https://www.actu-retail.fr/2025/06/28/auchan-mise-sur-houra-pour-booster-ses-livraisons-a-domicile/
• Drapers: Mango AI Stylist — https://www.drapersonline.com/news/mango-launches-ai-powered-fashion-stylist
• LinkedIn analysis: BM premium strategy — https://www.linkedin.com/pulse/beyond-price-war-bm-supermercados-retail-strategy-redefines-rezvan-wv8jf
• TikTok clip by **Anne Valois** — https://www.tiktok.com/@curatingambiance/video/7525185174296857878
BRANDS & PLAYERS MENTIONED
**Leclerc, Carrefour, Auchan, Houra.fr, Ocado, Deliveroo, Uber Eats, BM Supermercados, Aldi, Lidl, Mango, Instagram, TikTok, Anne Valois (@curatingambiance).**
#Retail #eCommerce #DriveThruGrocery #AIStyling #Auchan #Mango #TikTokTrends
00:00 Intro – Alex & Alexandra
01:05 France’s Drive‑Thru Grocery (Leclerc, Carrefour)
04:03 Auchan partners Houra for e‑commerce reboot
06:28 Spain’s BM supermarkets go premium
07:37 Mango’s AI Stylist in action
12:05 TikTok & the European ‘Messy Era’
15:05 Wrap‑up & weekend plans
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to a fabulous European edition of Five Things
Friday. And I'm super, super, super
privileged to be joined by Alex.So Alex and Alex.
AA thank you for for having me Alex.
It's a pleasure to to be on the show. 6 years ago I joined
Business France, so the French Trade Commission in London where
(00:21):
I shifted into retail technology.
And since then, I've been helping French companies, French
retail tech companies to grow inthe market.
And I've also been working with British retailers, as you said,
to identify the right technologysolutions for them.
That's fantastic. So listen, let's be respectful
(00:41):
to your time because I don't know, you're super busy and jump
straight into it. Yeah.
So part of my, the first thing Iwanted to share is something
that I find really interesting and that is really booming in
France right now. It's the drive through grocery
shopping model. So as we call in French, and the
(01:02):
reason why I chose this topic isbecause it's not something I've
really come across much in the UK.
In France right now, it now makes up more than 10% of all
grocery sales in the country. So that's huge, Yeah, when you
think about it. And it started just as a side
service to regular retailers, and it's now a central part of
(01:25):
the experience for millions of people.
And the model became especially popular, as you said, during the
pandemic when people were avoiding the stalls.
But what's really interesting isto see that the growth hasn't
slowed down at all since then. And people love it because it's
fast, it's easy, and sometimes it's cheaper.
(01:46):
And the retailers in France, they have noticed the demand for
it and they are constantly improving the service.
So we've seen longer opening hours, new collection options
like pedestrian drives or lockers and even fast delivery
options have been added. So I think for retailers, it's a
(02:07):
good way to meet the the needs of the different customers while
also staying profitable and sometimes even more so than
traditional online delivery. There's one name that really
stand stands out in this space. It's Leclerc.
So all of them do it, Leclerc, Cafu and Armarche, they're all
(02:29):
investing heavily. But Leclerc, they've been
pioneers on of the drive throughmodel in France since the
beginning and they have launchedtheir first pilot back in 27 and
they they are operating more than 700 full Dr throughs to
more than 150 pedestrian Dr called the Dr Pietu.
(02:52):
And these ones are really popular, I would say in city
centres where the space is limited, real estate can be very
expensive. So instead of driving, customers
can just walk in to pick up their online order.
And I think France fully embraced the drive model, and
(03:14):
not only with cars, but on foot too.
And I. Love it.
Yeah, and it's really interesting to see what's
happening. And with companies like Le Clair
and Cafu are leading the way, it's clear that this approach is
here to stay. Yeah, fantastic.
The second one, we were going togo to ocean, right?
(03:37):
Yes, Ocean. So OSHA, for those who may not
know it is one of the largest supermarket chains in France
with stores all over the country.
And we wanted to discuss today the the new partnership between
OSHA and Ora. So we saw we saw some
(03:57):
collaborations in the UK with retailers and Deliveroo or Uber.
It's but this one feels a bit different.
It makes me think about the way MNS works with Ocado, for
example. So Ola isn't just a delivery
platform, it's a full on grocerywebsites and they have their own
(04:19):
logistic network. So this deal is less about
outsourcing delivery and more about fully integrating two
different business models. And the reason why they have
done this is because Ocean have closed down their own delivery
service which was called Ocean Direct due to operational
(04:40):
issues. And now if they have decided to
partner with like this is a fresh start mini commerce for
them without having to rebuild everything from.
Scratch a lot of grocers around the world have struggled with
getting this platform right for delivery and then how delivery
connects into e-commerce again too.
(05:01):
You could probably do shows on e-commerce and delivery.
So it's, it's super interesting to see how, I don't know if
every country has its own model,but we're definitely seeing
different partnerships across Europe to do that.
And it brings me interestingly enough on to BM, which is a
Basque Country supermarket that's expanding across Spain
(05:24):
right now. And their approach is very sort
of old fashioned retail in the sense of investment in stores.
Obviously they do e-commerce, but I just think that there is
instead of a price war, which ALDI and Lidl have been sort of
driving the charge for getting that cost market crossed down.
(05:45):
BM is sort of investing in the format of the store and this
from, if there are Americans watching this, they're very used
to this. But in the, in the specifically
in the UK and some of the other European retailers, the, the
shelves, for example, are all really high, not at BM.
The design principles here is that you can see every single
(06:08):
point of the store from whereveryou are, which provides a far
more sort of exclusive upmarket feel to the experience.
The the fresh fruit and some of the other departments are
smaller, but again, this is a community store if you like,
rather than a main superstore. BM Also another thing that
(06:30):
they're investing in is the butcher and the the fishmonger.
But anyway, so super interestingon what they're trying to do at
a local level. And I think this trend is
because I, I've worked with retailers in Hungary, in
Estonia, and they're all trying to go for this sort of upmarket
(06:51):
feel. But now it feels like there's
got to be some consolidation. Something's going to move
because you can't have this density of grosser.
I don't think it's sustainable. But in, in, in the, the
different regions we're motoringthrough these.
Back to you from Mango. Yeah.
So now moving from grocery to fashion.
(07:11):
So this this one is about how fashion retailers are using AI
to transform the online shoppingexperience.
And 1 great example is the recent one with Mango, the
Spanish fashion brand for which recently launched a their
virtual stylist called Mungo Stylist.
(07:31):
So now of course we have seen chat bots and recommendation
tools for a while like ASOS or Sailondo giving style
suggestions based on your purchases.
But what Mongo is doing here is a bit different and a step
further I would say. So the assistant isn't just
reactive, it uses real time fashion trends and user inputs
(07:55):
like your wish list, for example, to generate
personalised outfit, outfit suggestions.
And you can access, you can access it on their website on
the app and through Instagram. So I actually tested it myself
both on the app and Instagram. So first on the app, I didn't
(08:17):
find it super intuitive at firstbecause the assistant isn't
immediately visible. So I was expecting to see
something big on the home page saying Mongo stylist is here.
I couldn't find it really easilyso I gave it a try.
And you actually have to to Scroll down on the product page
(08:38):
to the bottom of the page and click on the need help button to
start the conversation with the stylist and you end up seeing
the conversation where it's written assistance.
So it doesn't feel like you are entering the the stylist mode,
but once I got into it, I have to say that the chat was really
(09:00):
smooth and very satisfying. So for your reference, I asked
for white comfortable trousers for the beach and it gave me
pretty relevant options, trendy,comfortable, cheap and it gave
me some, you know, products withlinks that I could click on and
then check out. So I would say the experience
(09:22):
once you are into it is, is verygood.
And then I tried the same thing on Instagram and the experience
was a bit different there. So since it's not linked to your
account, it doesn't have access to your shopping history or
preferences. So the first thing it asked me
was either to choose the countryI'm from or to share my e-mail
(09:44):
address to connect with my Mongowishlist, for example.
So it's really interesting to see how Mongo is using different
entry points and how much the experience depends on the data
they have access to. Yeah.
So at the moment it's a. Example of a gentic, you know,
an agent shopping for you. But I, I, I love this example
(10:07):
because what you're highlightinghere, how does a retailer take
control of its own data on the shopping on the path to
purchase? And this is a beautiful example
of that. A really, yeah, I'm impressed by
Mango getting it out to market this quickly.
Did did you think you'll end up spending more money?
I did definitely. Do you bought 3?
(10:29):
Pairs of white trousers. Just one, yeah.
He bought an accessory or something to go with it.
I love to to test the new, you know, new trends and new
technologies. Yeah, it's available in the UK
and France. Would you, OK, here's a
question. Would you go back to it or is it
do you think it's a gimmick? I think, I think I would go back
(10:51):
because I have to say, I mean it's very personal, but I don't
shop as much as I used to before.
I tend to go to charity shops and try and go on vintage and
try to buy less new products. So when I end up on the website
(11:11):
today or in a store, I don't know what's trending, I don't
know what, what would be, you know, the best products to to
buy this summer. So I find there, I find
retailers, holiday shops really useful for this.
But if you're looking for a specific, for example, a wide
(11:33):
comfortable trouser, if you're looking for something specific,
it saves you time and you, you, you just go to the chat, you
know you want something from Mango and there you have it.
I love it, honestly really good.So it's really interesting.
We'll finish on this one. I'm I'm gonna be super fast
'cause we're at the top of our allotted time.
(11:56):
Tell me what you if you think this is true or not so black.
After years of minimalism and quiet luxury, is the messy soul
girl finally back? We spent years smoothing out
every edge, from beige colour palettes to skin care's
personality. The ideal was polished and
optimised. But lately that aesthetic is
starting to unravel. And it's not just a vibe.
(12:17):
On platforms like Vertical, the data tracks the mood shift in
real time. Tobacco products are up 843%,
rolling trays 569%. Alcoholic beverages up nearly
1000% in the past 12 months. This isn't just aesthetic
fatigue, it's cultural. Real Coach is climbing and he's
trending upwards, a rose softening.
Suddenly having a beer in cowboyboots feels more aspirational
than Granger's and Pilatus. It's less about optimization,
(12:39):
more about character, pleasure and mood.
Day to night dressing is trending and imperfect beauty is
back. People are drinking again,
dancing again, wearing the dress, not checking the weather,
ordering dessert, swapping routines for romance, saying
more with less beige. From cleaning to captivating.
If you're building a brand or marketing one, this isn't noise.
It's a shift in culture and taste and how people want to
feel. A clean girl era.
It's fading. What's next is messier, bolder,
(13:02):
and honestly, a lot more fun. It's interesting because one of
the major trends and giving is, you know, cigarettes and alcohol
have been declining. But what the commentary here is,
is that there's a messier trending aesthetic that
retailers potentially need to bepaying attention to or providing
(13:22):
a space for because green, I don't know, green smoothies are
not hitting it anymore. And people want to let their
hair down, have more fun, go wild.
And obviously we're in festival season.
So you're seeing a lot of that across the whole of Europe in
different festivals. I just wonder what your opinion
is. Do you, do you, do you think
(13:43):
that is a trend that's coming inor you think it's just not
really people are still into their health?
I think, I think it's, it is nota trend.
I think it's real that there's people are realising that they
need to make choices for themselves and not for the look
of it or what others are going to think about it.
(14:05):
So obviously on social media yousee all these videos about
Pilates, girls, smoothies and asyou said, being healthy and
which is, don't get me wrong, really important to stay healthy
and, and be active. But life isn't just about that.
It's also about, yeah, enjoying life and simple moments and
(14:30):
being yourself. And there's a strong move, I
would say, on social media aboutbeing yourself without makeup,
with your own body shapes. And I think it's great because
it used to put a lot of pressureon people and now we can see
there's a trend about getting this pressure off being.
(14:53):
Is here, it's real, I guess. We're less interested in what
things look like and how they really are.
And real life is messy. And so maybe that's that's the
aesthetic we're going. Alexandra, thank you so much for
giving up the time for being with us for the for the for the
show today. Hopefully you have a lovely
weekend and I see you next week.Thank you so much, Alex.
(15:16):
Thank you for having. Me.
Hello and welcome to a fabulous European edition of Five Things
Friday. And I'm super, super, super
privileged to be joined by Alex.So Alex and Alex.
AA thank you for for having me Alex.
It's a pleasure to to be on the show. 6 years ago I joined
Business France, so the French Trade Commission in London where
(00:21):
I shifted into retail technology.
And since then, I've been helping French companies, French
retail tech companies to grow inthe market.
And I've also been working with British retailers, as you said,
to identify the right technologysolutions for them.
That's fantastic. So listen, let's be respectful
(00:41):
to your time because I don't know, you're super busy and jump
straight into it. Yeah.
So part of my, the first thing Iwanted to share is something
that I find really interesting and that is really booming in
France right now. It's the drive through grocery
shopping model. So as we call in French, and the
(01:02):
reason why I chose this topic isbecause it's not something I've
really come across much in the UK.
In France right now, it now makes up more than 10% of all
grocery sales in the country. So that's huge, Yeah, when you
think about it. And it started just as a side
service to regular retailers, and it's now a central part of
(01:25):
the experience for millions of people.
And the model became especially popular, as you said, during the
pandemic when people were avoiding the stalls.
But what's really interesting isto see that the growth hasn't
slowed down at all since then. And people love it because it's
fast, it's easy, and sometimes it's cheaper.
(01:46):
And the retailers in France, they have noticed the demand for
it and they are constantly improving the service.
So we've seen longer opening hours, new collection options
like pedestrian drives or lockers and even fast delivery
options have been added. So I think for retailers, it's a
(02:07):
good way to meet the the needs of the different customers while
also staying profitable and sometimes even more so than
traditional online delivery. There's one name that really
stand stands out in this space. It's Leclerc.
So all of them do it, Leclerc, Cafu and Armarche, they're all
(02:29):
investing heavily. But Leclerc, they've been
pioneers on of the drive throughmodel in France since the
beginning and they have launchedtheir first pilot back in 27 and
they they are operating more than 700 full Dr throughs to
more than 150 pedestrian Dr called the Dr Pietu.
(02:52):
And these ones are really popular, I would say in city
centres where the space is limited, real estate can be very
expensive. So instead of driving, customers
can just walk in to pick up their online order.
And I think France fully embraced the drive model, and
(03:14):
not only with cars, but on foot too.
And I. Love it.
Yeah, and it's really interesting to see what's
happening. And with companies like Le Clair
and Cafu are leading the way, it's clear that this approach is
here to stay. Yeah, fantastic.
The second one, we were going togo to ocean, right?
(03:37):
Yes, Ocean. So OSHA, for those who may not
know it is one of the largest supermarket chains in France
with stores all over the country.
And we wanted to discuss today the the new partnership between
OSHA and Ora. So we saw we saw some
(03:57):
collaborations in the UK with retailers and Deliveroo or Uber.
It's but this one feels a bit different.
It makes me think about the way MNS works with Ocado, for
example. So Ola isn't just a delivery
platform, it's a full on grocerywebsites and they have their own
(04:19):
logistic network. So this deal is less about
outsourcing delivery and more about fully integrating two
different business models. And the reason why they have
done this is because Ocean have closed down their own delivery
service which was called Ocean Direct due to operational
(04:40):
issues. And now if they have decided to
partner with like this is a fresh start mini commerce for
them without having to rebuild everything from.
Scratch a lot of grocers around the world have struggled with
getting this platform right for delivery and then how delivery
connects into e-commerce again too.
(05:01):
You could probably do shows on e-commerce and delivery.
So it's, it's super interesting to see how, I don't know if
every country has its own model,but we're definitely seeing
different partnerships across Europe to do that.
And it brings me interestingly enough on to BM, which is a
Basque Country supermarket that's expanding across Spain
(05:24):
right now. And their approach is very sort
of old fashioned retail in the sense of investment in stores.
Obviously they do e-commerce, but I just think that there is
instead of a price war, which ALDI and Lidl have been sort of
driving the charge for getting that cost market crossed down.
(05:45):
BM is sort of investing in the format of the store and this
from, if there are Americans watching this, they're very used
to this. But in the, in the specifically
in the UK and some of the other European retailers, the, the
shelves, for example, are all really high, not at BM.
The design principles here is that you can see every single
(06:08):
point of the store from whereveryou are, which provides a far
more sort of exclusive upmarket feel to the experience.
The the fresh fruit and some of the other departments are
smaller, but again, this is a community store if you like,
rather than a main superstore. BM Also another thing that
(06:30):
they're investing in is the butcher and the the fishmonger.
But anyway, so super interestingon what they're trying to do at
a local level. And I think this trend is
because I, I've worked with retailers in Hungary, in
Estonia, and they're all trying to go for this sort of upmarket
(06:51):
feel. But now it feels like there's
got to be some consolidation. Something's going to move
because you can't have this density of grosser.
I don't think it's sustainable. But in, in, in the, the
different regions we're motoringthrough these.
Back to you from Mango. Yeah.
So now moving from grocery to fashion.
(07:11):
So this this one is about how fashion retailers are using AI
to transform the online shoppingexperience.
And 1 great example is the recent one with Mango, the
Spanish fashion brand for which recently launched a their
virtual stylist called Mungo Stylist.
(07:31):
So now of course we have seen chat bots and recommendation
tools for a while like ASOS or Sailondo giving style
suggestions based on your purchases.
But what Mongo is doing here is a bit different and a step
further I would say. So the assistant isn't just
reactive, it uses real time fashion trends and user inputs
(07:55):
like your wish list, for example, to generate
personalised outfit, outfit suggestions.
And you can access, you can access it on their website on
the app and through Instagram. So I actually tested it myself
both on the app and Instagram. So first on the app, I didn't
(08:17):
find it super intuitive at firstbecause the assistant isn't
immediately visible. So I was expecting to see
something big on the home page saying Mongo stylist is here.
I couldn't find it really easilyso I gave it a try.
And you actually have to to Scroll down on the product page
(08:38):
to the bottom of the page and click on the need help button to
start the conversation with the stylist and you end up seeing
the conversation where it's written assistance.
So it doesn't feel like you are entering the the stylist mode,
but once I got into it, I have to say that the chat was really
(09:00):
smooth and very satisfying. So for your reference, I asked
for white comfortable trousers for the beach and it gave me
pretty relevant options, trendy,comfortable, cheap and it gave
me some, you know, products withlinks that I could click on and
then check out. So I would say the experience
(09:22):
once you are into it is, is verygood.
And then I tried the same thing on Instagram and the experience
was a bit different there. So since it's not linked to your
account, it doesn't have access to your shopping history or
preferences. So the first thing it asked me
was either to choose the countryI'm from or to share my e-mail
(09:44):
address to connect with my Mongowishlist, for example.
So it's really interesting to see how Mongo is using different
entry points and how much the experience depends on the data
they have access to. Yeah.
So at the moment it's a. Example of a gentic, you know,
an agent shopping for you. But I, I, I love this example
(10:07):
because what you're highlightinghere, how does a retailer take
control of its own data on the shopping on the path to
purchase? And this is a beautiful example
of that. A really, yeah, I'm impressed by
Mango getting it out to market this quickly.
Did did you think you'll end up spending more money?
I did definitely. Do you bought 3?
(10:29):
Pairs of white trousers. Just one, yeah.
He bought an accessory or something to go with it.
I love to to test the new, you know, new trends and new
technologies. Yeah, it's available in the UK
and France. Would you, OK, here's a
question. Would you go back to it or is it
do you think it's a gimmick? I think, I think I would go back
(10:51):
because I have to say, I mean it's very personal, but I don't
shop as much as I used to before.
I tend to go to charity shops and try and go on vintage and
try to buy less new products. So when I end up on the website
(11:11):
today or in a store, I don't know what's trending, I don't
know what, what would be, you know, the best products to to
buy this summer. So I find there, I find
retailers, holiday shops really useful for this.
But if you're looking for a specific, for example, a wide
(11:33):
comfortable trouser, if you're looking for something specific,
it saves you time and you, you, you just go to the chat, you
know you want something from Mango and there you have it.
I love it, honestly really good.So it's really interesting.
We'll finish on this one. I'm I'm gonna be super fast
'cause we're at the top of our allotted time.
(11:56):
Tell me what you if you think this is true or not so black.
After years of minimalism and quiet luxury, is the messy soul
girl finally back? We spent years smoothing out
every edge, from beige colour palettes to skin care's
personality. The ideal was polished and
optimised. But lately that aesthetic is
starting to unravel. And it's not just a vibe.
(12:17):
On platforms like Vertical, the data tracks the mood shift in
real time. Tobacco products are up 843%,
rolling trays 569%. Alcoholic beverages up nearly
1000% in the past 12 months. This isn't just aesthetic
fatigue, it's cultural. Real Coach is climbing and he's
trending upwards, a rose softening.
Suddenly having a beer in cowboyboots feels more aspirational
than Granger's and Pilatus. It's less about optimization,
(12:39):
more about character, pleasure and mood.
Day to night dressing is trending and imperfect beauty is
back. People are drinking again,
dancing again, wearing the dress, not checking the weather,
ordering dessert, swapping routines for romance, saying
more with less beige. From cleaning to captivating.
If you're building a brand or marketing one, this isn't noise.
It's a shift in culture and taste and how people want to
feel. A clean girl era.
It's fading. What's next is messier, bolder,
(13:02):
and honestly, a lot more fun. It's interesting because one of
the major trends and giving is, you know, cigarettes and alcohol
have been declining. But what the commentary here is,
is that there's a messier trending aesthetic that
retailers potentially need to bepaying attention to or providing
(13:22):
a space for because green, I don't know, green smoothies are
not hitting it anymore. And people want to let their
hair down, have more fun, go wild.
And obviously we're in festival season.
So you're seeing a lot of that across the whole of Europe in
different festivals. I just wonder what your opinion
is. Do you, do you, do you think
(13:43):
that is a trend that's coming inor you think it's just not
really people are still into their health?
I think, I think it's, it is nota trend.
I think it's real that there's people are realising that they
need to make choices for themselves and not for the look
of it or what others are going to think about it.
(14:05):
So obviously on social media yousee all these videos about
Pilates, girls, smoothies and asyou said, being healthy and
which is, don't get me wrong, really important to stay healthy
and, and be active. But life isn't just about that.
It's also about, yeah, enjoying life and simple moments and
(14:30):
being yourself. And there's a strong move, I
would say, on social media aboutbeing yourself without makeup,
with your own body shapes. And I think it's great because
it used to put a lot of pressureon people and now we can see
there's a trend about getting this pressure off being.
(14:53):
Is here, it's real, I guess. We're less interested in what
things look like and how they really are.
And real life is messy. And so maybe that's that's the
aesthetic we're going. Alexandra, thank you so much for
giving up the time for being with us for the for the for the
show today. Hopefully you have a lovely
weekend and I see you next week.Thank you so much, Alex.
(15:16):
Thank you for having. Me.
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