Zeeman is a highly successful chain in Spain with over 170 stores. However, the sales of one specific store remained lower than expected, despite the fact that all preconditions seemed right.

• Why aren’t more shoppers visiting Zeeman?
• What is the awareness Zeeman and the items Zeeman sells?
• What other retailers do shoppers visit and why?
• How relevant is the Zeeman offering vs. others?

The team implemented actions to improve traffic and loyalty with actions both in and out of store.

The research showed that the reasons for low performance were clear –  while the Zeeman offer and price point were interesting – the storefront lacked appeal and awareness was low. Specifically, the team addressed these issues in the shopping experience.

• The storefront’s poor visibility in a pedestrian-only zone means it’s often missed, unlike competitors in more accessible, car-friendly shopping malls
• Lack of awareness and/or recommendations from their (social) networks.
• Some find the store cluttered and hard to navigate (especially with a stroller).