Leroy Merlin and Delhaize: dashboards decisions actually get made from

Companies: Leroy Merlin (Portugal) and Delhaize (Belgium). My role: product strategy and delivery for the analytics track. Worked with C-level stakeholders, marketing, finance, and operations.

The problem: the data existed, the decisions did not

Large retail always has more data than it knows what to do with. The real problem is different: by the time the right number gets pulled, exported, and reconciled, the moment for the decision has already passed. Every team calculated things its own way, and meetings turned into arguments about whose numbers were right.

What we did

• Defined KPIs together with the business — not "which metrics can we calculate" but "which decisions actually need to get made."
• Integrated Adobe Analytics so data collection became accurate and user behavior became visible in real time. This covered 6+ product teams.
• Translated marketing, finance, and operations requirements into prioritized product specs — with feedback loops, not a one-off wishlist.

Result

• Time from question to answer dropped for both operational and leadership teams
• +20% in stakeholder satisfaction

Separately: Leroy Merlin’s internal marketplace

Built a service marketplace from scratch for internal needs — so departments could find and order resources from each other without long approval chains.

• Core functionality shipped in 6 months
• −50% procurement delays

What this means for your store

The question is the same, only a mistake costs less: can you say today which categories bring margin and which just bring revenue? Which channel produces orders that do not get returned? What does one failed or returned order actually cost you once you count the shipping twice?

Most online stores have a GA4 that collects something, and an admin panel that shows something — but no single place where those numbers come together in a way you can act on. Building that for a 500-product store takes weeks, not years. And it is almost always the first thing worth fixing, because without it every other decision gets made by guesswork.