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Marketing data and e-commerce students win the Auchan Retail 2025 Challenge
Alexane Flament, Zoé Decock, Sarah Koleskas and Camille Perol – all enrolled on SKEMA Business School’s Mastère Spécialisé® in Marketing Data & E-commerce Management – have won the 21st edition of the Auchan Challenge. Their innovative digital application, designed to anticipate stock shortages, impressed the Auchan Retail jury at the end of a national competition involving 18 schools and over 150 students.
It all began during the programme’s flagship Digital Consulting Week, a hands-on experience at the heart of their training. Working under the name of the fictitious agency “4 Your Business”, the four students spent four days tackling a real-world challenge proposed by Auchan Retail: how to optimise stock management, a major operational issue for retailers. “This project shows how innovation is born from collaboration, analysis and creativity,” says Camille Perol, a member of the winning team.
Their proposal was among the top-rated submissions and earned them a place in both the regional and national finals.
From SKEMA’s internal win to a national spotlight
Their initial win at SKEMA marked the beginning of an intense support phase: store and warehouse visits, regular meetings with Auchan teams, and a deeper dive into their proposed solution.
150 students in competition
The national final, held on 27 March, shortlisted only five teams out of the 150 students from 18 participating schools. SKEMA’s team stood out with a digital solution built around the group’s core values: trust, openness and excellence. “We pitched our innovative idea in front of the Auchan Retail jury and will now present it to the Executive Committee!” says Zoé Decock.
This rare form of recognition highlights the quality of their work. The challenge also marks a milestone in their professional journey. “Proud of this collective achievement and ready for what’s next,” adds Camille Perol, who praised both the support from Auchan’s teams and the guidance of their SKEMA mentors, including Jean-François Detout, academic director of the programme.
‘Much more than a competition’ for Jean-François Detout
“The Auchan Challenge is much more than a competition. It gives our students a real-life setting where they can tackle a complex problem using their skills in data, marketing and e-commerce. Seeing their project presented to the executive board of a company like Auchan is a huge source of pride. Their success confirms the value of our teaching approach: learning how to analyse, co-create and persuade. It’s the kind of experience that shapes a professional mindset far beyond the classroom,” concludes Jean-François Detout.
