AI as a solution in a crisis: the strategy of HEMA

April 7, 2021

During this session, Bas Karsemeijer, Head of Data at HEMA, will share this success story on AI and will showcase how he implemented such a big change in HEMA’s purchases and sales strategy.

Bas Karsemeijer, Head of Data, HEMA

Sign up
Bas Karsemeijer, Head of Data

For almost three years now, Bas Karsemeijer has been the Head of Data at HEMA. In this role, Bas is responsible for master data management, governance, democratisation and data science. Prior to his current role, Bas was Head of data at Yourzine and CRM manager at V&D.


At the beginning of the COVID crisis, HEMA started using AI to predict the sales of their products. In less than three weeks, HEMA’s Data team created models which accurately predicted the sales of products per shop. Empty shelves were prevented and popular products were used to boost sales via commercials and e-commerce. This new approach helped HEMA save millions of Euro’s during challenging times.


Most organisations use historical data and budgets to predict future sales and manage their inventory. The COVID crisis made this approach unreliable, since sales changed dramatically. Total sales declined, but the sales of certain products skyrocketed. How do you accurately predict this changing pattern in your sales and how do you make sure you will not end up with empty shelves in your shops? This is where AI comes in to play.


16:55 | Dial in on Zoom meeting
17:00 | Start program, including presentation & discussion
18:30 | End


Directors IT and Data & Analytics

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

Contact information


Do you wish to be informed about our upcoming sessions? Subscribe to our monthly agenda!