BabySam Expands into Sweden with Unified Footfall & Demographic Data

Industry

Retail

Challenge

As BabySam expanded into Sweden, they needed consistent and comparable footfall data across Denmark and Sweden — without changing internal processes. At the same time, they wanted deeper insight into customer composition (children vs. adults) to strengthen staffing and commercial decisions. The solution had to scale fast, work in real retail environments, and preserve KPI consistency across markets.

Results

BabySam now operates with one unified data foundation across Denmark and Sweden, ensuring consistent KPIs and reporting across markets. Demographic insights (children vs. adults) are integrated into daily decision-making, strengthening staffing, campaign evaluation, and in-store planning. The expansion was completed without disrupting internal workflows or changing existing processes.

Key Product

Footfall Analytics

www.babysam.dk/

Stores monitored across Denmark and Sweden

Markets unified under one data structure

Standardized reporting framework

100%

Consistent KPIs across borders

When we expanded into Sweden, it made sense to continue with CountMatters. We get consistent numbers across countries — and demographic insight (adults/children) that gives us deeper understanding of our customer mix.

Carsten Larsson

Head of Retail

About BabySam

BabySam is a leading Scandinavian specialty retailer focused on products for babies, children, and parents. The company operates a nationwide store network in Denmark and has recently expanded into Sweden.

For years, BabySam has worked data-driven with footfall analytics to optimize staffing, understand customer flow, and measure campaign performance.

When entering Sweden, maintaining the same analytical foundation was critical.

The Challenge

With the market expansion into Sweden, BabySam needed to:

Ensure comparable and consistent traffic data across Denmark and Sweden
Integrate demographic insights (children vs. adults) into standard reporting
Avoid disrupting existing workflows and KPIs
Execute a fast, stable rollout across new stores
Work with a partner who understands the realities of retail operations

Changing systems during expansion would introduce operational friction and risk data inconsistencies across markets.

That was not an option.

The Solution

BabySam expanded its existing partnership with CountMatters to include Swedish stores.

This ensured:

Same KPI framework across countries
Same data logic and definitions
Same reporting structure
No retraining of internal teams
No change in operational processes

In addition to footfall counting, BabySam implemented demographic analysis (adults vs. children), giving store management deeper insight into customer composition and behavior patterns.

This allows:

More precise staffing decisions
Better campaign evaluation
Improved in-store planning and activation
Stronger commercial decisions based on actual visitor mix

Instead of managing two systems across two markets, BabySam operates on one unified platform.

Implementation

The rollout to Sweden followed a structured approach:

Hardware installation aligned with existing Danish setup
Platform configuration using the same KPI structure
Integration into existing reporting flows
Activation of demographic modules
Cross-market validation of data consistency

Because BabySam was already working with CountMatters in Denmark, onboarding in Sweden required no change management internally — only expansion.

This reduced risk, accelerated time-to-value, and ensured continuity.

The Results

Unified data foundation across Denmark and Sweden
Demographic visibility (children vs. adults) integrated into daily reporting
Comparable performance metrics across markets
Faster decision-making based on real-time and historical data
No disruption to internal processes during expansion

Most importantly: BabySam did not just expand geographically — they expanded their data maturity.