Interview: Retail Data Analytics That Delivers Insights in 24 Hours
Sep 11, 2025
With Zoined, Retailers Gain Full Control of Their Data in Just 24 Hours
Making the right decisions in retail has never been more critical. Margins are shrinking, customer behavior is shifting fast, and competition is global. What is usually missing is not the data itself but the understanding of it. That is where Zoined comes in. Founded in Finland in 2011 by Sasa Moilanen, Karipekka Kaunisto, and others, the company has since made it easier for retailers, restaurants, and wholesalers to actually make sense of their data.
We spoke with Erik Marroni Teir, Head of Sales and Marketing in Scandinavia, about how Zoined is transforming everyday retail operations, from single stores to global chains.
When Zoined was founded, the starting point was simple. Analytics and reporting systems existed, but they were complicated, slow to implement, and used mainly by finance teams and analysts. The result was that the most important insights often stayed at the top of the organization, while the people working in stores and meeting customers were left without a clear picture of what was happening.
“We saw there was a gap in the market. The systems available at that time worked for reporting, but they were complex and not very accessible. We wanted to build something that simplifies the data and makes it understandable for everyone in an organization, from store staff all the way to the board,” says Erik.
Erik has a background in IT solutions for retail and has spent several years working with tracking, RFID, and other systems. Again and again, he saw the same pattern: companies struggling to understand their own sales data.
“I noticed there was always a need to make better sense of the numbers. Too often businesses relied on manual Excel reports or the limited functions available in their POS systems. That never gave the complete picture needed for good decisions. When I came across Zoined, I immediately felt this was a tool that could truly make a difference,” he says.
Speed is also what makes Zoined unique. Where other BI providers often talk about six to twelve months of implementation, Zoined gets retailers up and running in only 24 hours.
“We have already done the work. With ready-made dashboards, reports, and more than 300 KPIs, we cover 95 percent of a retailer’s needs from day one. For stores using RMH POS from Express Retail it is even faster since the integration is already in place. It is practically just a matter of switching on the system, and the analytics tool is live the next day,” Erik explains.
Aha moments that change everyday work
For many companies, Zoined brings a real eye opener. Suddenly they discover insights they never had access to before. It could be conversion rates, prime margin, basket cross sell, or product combinations. By seeing which products are bought together, stores can create bundles and campaigns that drive additional sales.
“That is often where the biggest aha moments come. When you see that a watch is almost always sold with a bracelet, you can build new offers around it. These kinds of insights are very concrete for store managers and sales staff, and they are quick to act on,” Erik says.
For others, the value is in campaign follow up. Many retailers invest heavily in campaigns but struggle to measure results in real time. With Zoined, they can track performance week by week and see exactly what works and what does not.
“We have customers who enter their campaigns directly into Zoined and then follow them over time. That allows them to adjust campaigns in a way that was not possible before. You no longer have to wait for a final report, you can act while the campaign is still running,” Erik explains.
Structured data creates opportunities
The British cosmetics company Molton Brown, with stores worldwide, is a clear example of how Zoined makes a difference in practice. As a global chain they had huge amounts of data but struggled to turn it into actionable insights. Once they started using Zoined they quickly uncovered sales patterns that had previously been hidden. The result was a higher conversion rate and a better understanding of how different stores were performing.
Elsewhere the tool has delivered equally tangible results. At the Princeton University Store, key staff save six to seven hours each week thanks to automated reports. Time that previously went into manual Excel work can now be spent on analysis and development.
In Sweden the Klockmaster chain has seen a clear improvement. As a franchise network it was previously difficult to get a unified picture of store performance. With Zoined, both headquarters and franchisees can now access the same data, follow sales, and act more quickly. For them, the link between RMH POS and Zoined has created a consistent view across the chain and, most importantly, enabled faster action on their data.
Making insights accessible
The value is not only about numbers. It is also about how information spreads across the organization.
“Too often only a handful of people have access to analysis and reports. We believe everyone should be able to see what is happening. With Zoined it is easy to control which groups see which data, and to send reports automatically to the whole organization. That way everyone, from store staff to management, can act on the same information,” Erik says.
This creates a new culture. Store managers gain the same insights as leadership, employees see clearer goals, and the whole chain can work more consistently. When everyone has the same foundation, decisions become more data driven and less dependent on guesswork.
For many companies Zoined also means a shift from time consuming routines to automation.
“We often meet retailers who are still working in Excel, calculating by hand. With Zoined everything is automated and visual. That not only saves time, it also makes the numbers easier to understand for more people. And above all, it gives you a clearer picture of your business than you have ever had before,” Erik explains.
The time savings are obvious. But just as important is the quality of decisions.
“Many of our customers say they not only save hours every week but also make better decisions faster. Understanding margins in absolute numbers and in percentages may sound simple, but it is often the key to deciding which products to focus on going forward,” Erik says.
Looking ahead
When we talk about the future it is clear that data will only become more important. AI is opening up new possibilities, but to take advantage of them you need a solid foundation.
“The data is already in the systems, but it has to be distilled into something useful. Retailers need to be able to trust their numbers and make decisions in real time. Otherwise they risk falling behind,” Erik says.
This is where Zoined plays a vital role. By combining ready made models with flexibility, the system offers both a fast start and the ability to evolve with the business over time. Instead of being a project that takes months to build, it is a tool that delivers value immediately and then grows with the company’s needs.
Low barrier to getting started
For those curious to try it out, the barrier to entry is low. Zoined offers a free 30 day trial where retailers can connect their systems and see results right away.
“For stores using RMH POS via Express Retail it is even easier. The integrations are already in place, which means we can have them up and running in just 24 hours. All the POS data flows in automatically, and analysis can start almost immediately. Many are surprised by how many insights they gain already in the first week,” Erik says.
As our conversation draws to a close, Erik comes back to one word: simplicity. Behind the scenes the technology is advanced, but for users Zoined is designed to be easy to understand, inspiring to use, and quick to get started with.
In a sector where margins are tight and competition is fierce, the ability to make fast, data driven decisions is what matters most. The companies that trust facts instead of gut feeling are the ones best positioned to grow. And that is exactly where Zoined makes a real difference.
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(Original interview by Express Retail, translated from Swedish to English)
