Leroy Merlin and Aroma‑Zone launch in‑store analytics pilots with XXII

Featured image of the article Leroy Merlin and Aroma‑Zone launch in‑store analytics pilots with XXII

An article by Sophie Baqué

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Publication

5 December 2025 à 13h09

Updated on 8 December 2025 à 22h25

Reading time

4 minutes

Publication: 5 December 2025 à 13h09, Updated on 8 December 2025 à 22h25

Reading time: 4 minutes

French retail tech XXII, which aims to become the Google Analytics and Contentsquare of physical stores, has already signed with 15 retailers and shopping centres, mind Retail learned. A year after a launch in the retail arena, two new technology capabilities are revealed. Here are the details.

An article by Sophie Baqué

Ajouter mind Retail à vos sources

Publication

5 December 2025 à 13h09

Updated on 8 December 2025 à 22h25

Reading time

4 minutes

Publication: 5 December 2025 à 13h09, Updated on 8 December 2025 à 22h25

Reading time: 4 minutes

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After a €16.7 million Series A equity round in March 2023, French retail tech XXII, co‑founded by William Eldin and Dam Mulhem, is gaining ground with a camera‑based analytics solution. Since summer 2025, new pilots have been deployed. The first is at Leroy Merlin and the second site is the Aroma‑Zone store in La Défense from September. These are to improve understanding of an in‑store customer journey and conversion dynamics, mind Retail learned at Tech for Retail.

Other major accounts are also

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Article authors

Featured image of the article Sophie Baqué

Sophie Baqué Chief Editor of mind Retail

Featured image of the article Sophie Baqué

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