5 questions to Maxxing

Interview of José Derycke, Chairman of Maxxing.


José Derycke, Chairman of Maxxing

Can you briefly describe your activity?

Maxxing is a software company that provides customer-relations management solutions for the retail industry. Our expertise encompasses several core areas, including: single database customer-data aggregation and analysis, graphic design and printing/digitisation of coupons at checkout, and real-time interaction with customers throughout the purchase journey via beacon-triggered push-notification, text and email messages. Our products include a monitoring and control tool with campaign-management and operational reporting features. Our software suite covers the entire spectrum of operations within the retail sector.

What are the trends in your market?

Although online shopping is increasingly commonplace among French consumers, this has not lead to a decline in-store (physical store) shopping. Nevertheless, physical stores must now cater to the new expectations and behavioural patterns of the hyper-connected customer. Mass-market and specialist retailers alike are now dealing with consumers who are increasingly better informed and seeking highly personalised offers and services. The principle of hyper-agility that retailers are now required to adopt coincides with the Maxxing concept of the 4D consumer. The idea involves interacting with the right consumer, using the right message, delivered at the right time at key touch points, i.e., in the customer catchment area, in the store with the salesperson, at checkout, and on the e-commerce website. We believe in the importance of creating a genuine relationship between the retailer and the customer through the personalisation of promotional campaigns and considering each customer as unique. 

Who are your current customers and what targets would you like to reach?

Our solutions cater to the specific issues faced by mass-market retailers, specialist retailers, and pure-players. Our customers include Carrefour, Pimkie, Sephora, Texto, Flunch, la Fnac, La Redoute, Simply Market, Intersport, Printemps, Gérard Darel, Father&Sons, Rip Curl, Alinéa, A2Pas, Auchan.fr.

What made you decide to exhibit at Digital(in)Store?

This is not the first time that Maxxing will be exhibiting at an Equipmag event. As such, attending the 1st Digital(in)Store show – an event that brings together retailers and innovative retail-market players such as Maxxing – was an obvious choice for us. And to mark the occasion, Maxxing will be revealing, for the very first time, a replica of its 4D-consumer connected show-room. 

What do you think about the creation of Paris Retail Week?

At Maxxing, we think that there is a bright future ahead as regards innovation in the retail sector. Innovation is essential to sustaining this buoyant ecosystem in the wider national economy. Paris Retail Week reinforces this dynamic by bringing together all of these stakeholders, and by establishing Paris – the vibrant, economic heart of France – as the new retail capital. 

Learn more on Maxxing:


Paris Retail Week is:

  • Sept. 2017
  • Sept. 2018