Cases
Zeeman: Moving from intuition to data-driven expansion
For years, Zeeman relied on intuition to decide store locations. “It was done the Vicky the Viking way, mainly based on gut feeling,” says Micha Candel, Manager Real Estate at Zeeman. In 2019, Zeeman shifted to data-driven decision-making using predictive algorithms.
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The challenge
For years, data played a minor role in determining new store locations at the textile chain Zeeman. “It was done the Vicky the Viking way, mainly based on gut feeling. Open a little shop and move on to the next,” says Micha Candel, Manager Real Estate at Zeeman. Since 2019, those days are over: Zeeman now uses data and smart algorithms to determine the best locations.
"The IRIS team helps bring data to the ‘normal’ world with refreshing expertise in the field of transformation."
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Implementing a Smarter Location Strategy
Zeeman partnered with Kyden and The Big Data Company to develop algorithms that analyze purchasing power, household composition, and foot traffic. The data feeds into the IRIS platform, allowing Zeeman to predict store performance and assess the impact on existing locations within minutes.
Data as a Critical Mirror
The IRIS platform doesn’t replace human judgment but enhances it. By simulating store openings, closures, and relocations, Zeeman can optimize growth while avoiding costly mistakes. "We have seen what works and what doesn’t. By doing, we learn,” says Candel.
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A Future of Smarter Expansion
Zeeman continues refining its expansion strategy, balancing data insights with internal expertise. The IRIS platform enables the team to evaluate hundreds of scenarios and make informed decisions. “We want to maintain and, where possible, accelerate the growth we have experienced,” Candel states.
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