YOOBIC buys SimpliField to focus on frontline experience for modern retail

Store operations specialist, YOOBIC, has announced its acquisition of SimpliField, a mobile platform for retail performance and operations. Financial terms of the deal were not disclosed.

YOOBIC was founded 11 years ago by three French brothers, alumni of École Centrale Paris, who have been building technology together for over 25 years.

France-based SimpliField's roster of brands joins YOOBIC's customer base of more than 350 global retailers. The pair say that they will deliver a next-generation frontline experience, purpose built for the complex demands of modern retail.

"With costs rising and customer expectations at an all-time high, retailers can't afford to gamble on underpowered frontline teams," says Fabrice Haiat, CEO at YOOBIC. "This is a make-or-break moment where efficiency, growth, and profitability are directly tied to the frontline's success.”

“Productivity isn't just an advantage; it's the bottom line. With SimpliField, we're not just acquiring powerful technology, we're gaining deep operational expertise and trusted relationships with some of the most iconic global brands. Together, we're delivering the digital workplace that helps retailers move faster, execute sharper, and maximise every moment."

"Joining YOOBIC allows us to scale our mission faster and create even more impact for frontline teams," says Georgeta Dumont, General Manager at SimpliField. "We share a common vision of a world where every store associate has the tools and insights to do their best work every day. Together, we can now deliver on that promise at a truly global scale."

2025 RTIH INNOVATION AWARDS

Frontline experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.