Using the Axon for the development of Locala’s retail application

Customers mean more than just a bottom line here at AxonIQ; for us, it’s a collaborative relationship – one that often leads to new insights into the transformative power of our products.

Locala embarked on their journey with us after choosing Axon Framework & Axon Server to support their efforts with domain-driven design, CQRS, and Event Sourcing. Recently, Frédéric Gendebien (Solution Architect at AxonIQ) interviewed Laurent Thoulon (Senior Lead Engineer at Locala), in both English and French about Laurent’s experience with AxonIQ.

Laurent discussed the benefits & challenges during the evolution of the event system, how the architectural principles bring clarity & common language, and how Axon Framework & Axon Server helped bridge the gap between the technical and the business side.

The Company and their retail application

Locala, previously known as S4M & also known by Ask Locala, is a worldwide leader in Drive-to-Store tools.


Trusted for more than a decade by the world’s top retailers, restaurants, & car brands, Locala is the recognized leader in driving consumers to stores, with the data to prove it. Locala’s powerful & complete suite of digital marketing tools provides unmatched visibility into shoppers and competitors while delivering complete control over where & when brands can reach high-potential consumers and drive them to buy through their retail application. Founded in 2011, the company has offices in the United States, France, Belgium, the UK, Switzerland, Singapore, Italy, Canada, Mexico, and the UAE.

Interview highlights

Locala provides a machine learning platform to help companies to drive high-potential consumers into their stores with high-focused targeting. They built this retail application with the Axon Stack in order to achieve a distributed environment that features maintainability and scalability of DDD, CQRS, and Event Sourcing.

In this interview, Laurent explains how they used DDD, CQRS, and Events Sourcing in their environment, detailing the benefits of those patterns from a technical, business, and organizational perspective.

Key takeaways:
  • The advantages of caching, event modeling and snapshotting
  • The limitations and impossibilities of using Kafka in this case
  • The difference between Event Sourcing and Event Streaming
  • The tricks and challenges to being successful using Axon and the patterns
  • How using Axon Server in both the development, pre-production and production phase proved to be a major key of success.


Available recordings


Laurent’s learnings signify the value AxonIQ products can offer to your organization, without going too much into the technical details and complexities. If you have any lingering questions, we extend the opportunity to contact Frédéric and Laurent.

To see more use cases like this and meet Frédéric and Laurent in person, join us at the AxonIQ Conference in Amsterdam on September 22 & 23 in Amsterdam.

Frédéric Gendebien
Solution Engineer and Developer Advocate With more than 12 years of experience in IT, starting as a Java Software Developer in a Belgian financial institution, Frédéric was quickly seduced by distributed architectures. He specialized in DDD using CQRS and Event Sourcing. Using these principles to create a new e-payment system using AxonIQ solutions.
Frédéric Gendebien