About
Physical retail deserves better tools.
Not dashboards. Not reports. An operating system that makes the store governable — in real time, at zone level, without replacing the people inside it.
Where this started
I didn't come from retail. That turned out to be the point.
— Benny Lauwers, Founder
Before founding Storalytic, I spent years in physical environments where technology meets people who have a job to do — warehouses, factories, service operations. Places where complexity, behaviour, and environment determine whether technology actually works.
When I started walking physical stores, I recognised the same patterns. People doing heroic work to keep the day moving. Teams making decisions with limited visibility. Friction everywhere — often unnoticed because it had become normal.
The difference was that e-commerce had already solved this problem for online. Physical retail had not. Every click online is measured. Every second of attention in a store is invisible. That is not a small gap. It is a structural one.
"Physical retail is nothing like e-commerce. And it cannot be treated like e-commerce."
Benny Lauwers
Founder, Storalytic
Also authored
The Good, The Bad & The Practical
A book about making technology succeed in the physical world. Not in slides. Not in labs. With real people and real constraints.
What we believe
Three things we will not compromise on.
01
Behaviour before data
More dashboards do not make stores smarter. What matters is whether the right person sees the right signal at the right moment. Everything we build starts from operational reality, not from what is technically measurable.
02
Privacy is architecture
Privacy is not a compliance layer added at the end. It is a technical property baked into how the system is built. No facial recognition. No biometric identification. Behaviour is abstracted before it is stored. That is not a limitation — it is a design choice.
03
Selectivity is a feature
We work with stores that are ready to govern, not just observe. That means we sometimes recommend starting smaller, or waiting. Not every moment is the right moment — and being honest about that is part of how we build trust.
The company
Built in Belgium. Designed for European retail.
Storalytic is a Belgian company. That shapes how we think about privacy, trust, and the pace at which retail adopts new infrastructure.
Our edge-first architecture is not a technical preference. It is a response to European retail reality: stores need autonomy over their own data, local processing that does not depend on cloud uptime, and infrastructure that can be explained to a store manager without a slide deck.
2023
Founded
Belgium
Headquartered in Koksijde
Running in production
Van Wiemeersch
DIY & home improvement retail
Van den Braembussche
DIY & home improvement retail
Elektro Mac
Consumer electronics retail
These stores are running the platform in production — with real data informing real daily decisions.
If this framing resonates, we should talk.
We show you the platform in the context of a store like yours. Real data, real zones, real signals. And we tell you honestly whether the timing makes sense.
Book a walkthrough →