From Data to Dachshunds: Meet Elizabeth Lafontaine of Placer.ai
In the weeks leading up to Street Fight LIVE 2025, we’ll be getting up close and personal with some of our speakers, encouraging them to share stories of how they found themselves in the MULO (multi-location) ecosystem. Elizabeth Lafontaine is the Director of Research at Placer.ai and will share the latest insights on consumer trends, including where people are moving, dining, and shopping these days. Making data helpful and approachable (as well as profitable) is one of Lafontaine’s superpowers.
How did she get to where she is, and what are her predictions?
What led you to Placer.ai?
” I’ve been in and around the retail industry for my entire career, and while at my previous company, began to see Placer.ai’s name pop up at industry events and in the media. I was so impressed with the quality and quantity of insights that the brand generated, and it really felt like the company had its finger on the pulse of retail. I was very fortunate to be in the right place at the right time, and was able to join the Analytical Research team in 2024.”
What do you see as the company’s role in the ever-evolving world of shifting consumer behavior?
“Placer.ai’s ability to truly understand consumer behavior in a unique and innovative way is unparalleled. Our role is to help brands make sense of consumers in the physical world and how that evolution can spur new ways of thinking. I see our insights and tools as a way to help make sense of the visitor journey in a way that hasn’t been readily available to brands in the past.”
What have been some of your favorite moments so far in your Placer.ai tenure? What do you see as your future?
“My favorite part of my job is getting the opportunity to craft stories about the retail industry and consumers using our robust data. Being able to share those stories with clients and have them resonate in ways that help our customers make more informed decisions and think differently about their consumers is always deeply satisfying. I truly feel like I’ve come into my own in my role at Placer.ai and seeing work we publish and insights we create solving real world problems has been rewarding.”
How can more women be encouraged to pursue careers in tech, data, and AI?
“The truth is that when I pursued a career in retail while in college, I never knew that data, insights and research or retail tech was a potential path available to me. Had I been more aware of this side of the industry, I might have fallen into this work much earlier. I think giving more visibility to consumer insights and analytics roles is an amazing first step, as well as the tech and AI opportunities that now power most of our roles and industries that we operate in. I also think bringing awareness to the fact that tech industry roles can be very creative allows companies to cast a wider net for applicants and those who thought they might not be cut out for tech. Finally, mentorship and advocacy are incredibly important to foster growth within the industry.”
What do you do outside of work? Does the content of your job shape your non-work activities in many ways?
“I do like to think of myself as a trend forecaster inside and outside of my role at Placer.ai. I’ve always been fascinated by why things become trendy and especially how social media shapes trends. I got into retail because I love shopping at my core, whether it’s at the grocery store, a local boutique, or innovative retail locations across the country; I always want to see what’s out there and try something new. Beyond that, I love cooking, traveling, exploring my home city of Los Angeles, and spending time with my long-haired dachshund, Otto.”
Although Otto will not be at Street Fight LIVE, register now and you’ll come away with the latest insights on consumer trends and learn the latest news from Placer.ai!
