Market SituationManufacturers selling products at H-E-B want to understand how their items are performing in order to collaboratively optimize business opportunities and drive incremental growth. Analyzing point-of-sale data is now mainstream, so savvy manufacturers are looking for new ways to gain a competitive advantage with H-E-B.

OpportunityManufacturers are realizing that a competitive advantage can come from several sources. The first is the alignment of perspective with the retailer on how their items are performing. More timely and granular visibility into the performance of their items is another one. Finally, speed to insights, which is the ability to gather up and convert data into insights, is third.

What if manufacturers had access to a program that included all of these advantages? IRI has found that collaborative portal programs deliver 2.6 percent more revenue to participating manufacturers than for nonparticipants.

LimitationsManufacturers know their own shipments to H-E-B, but this information does not provide a full picture of market dynamics. They do not have access to pricing, promotion and distribution information that would enable better decision making and better strategic planning with H-E-B.

Additionally, most manufacturers have weekly, disaggregated data feeds. The delivery lag makes it hard to understand how their new products, promotions or pricing actions are doing in real time.

Why IRI and H-E-B?Jointly developed by IRI and H-E-B, the H-E-B V.I.P. Program addresses key collaboration issues around product, promotion and pricing performance. This web-based portal is now available on the leading-edge IRI Liquid Data™ technology platform with IRI Unify™ visualization. The solution provides critical flexibility, speed and efficiency for developing insights-focused reports, via an easy-to-use interface. For manufacturers who need insight into the largest grocery retailer in the South Central region, the H-E-B V.I.P. Program is truly the only option.

With a clear picture of the category hierarchy that is defined by H-E-B, program participants are able to align themselves with the way H-E-B manages its business. The program combines rich POS data with H-E-B-customized views into different geographies, divisions and markets. Multiple views of the data promote deeper insights into assortment, distribution and promotion – as granular as the store level.

Manufacturers then leverage these insights to develop strategic recommendations that parallel the goals of the retailer. Updated on a weekly basis, the data give vendor partners the ability to be proactive and

Next-Generation Technology to Grow with South Central’s #1 Grocery Retailer

MARKETPERFORMANCE

& STRATEGY

CONSUMER& SHOPPER

INTELLIGENCEMEDIA

ANALYTICS& IN-MARKETEXECUTION

TECHNOLOGY

H-E-B V.I.P. Program

responsive to business issues that arise. Ultimately, H-E-B-specifi c data analyses drive more collaborative business discussions with H-E-B’s category management team and lead to opportunities that are unique to H-E-B.

Answers H-E-B Collaboration Questions• Can I create base and incremental scorecards

and compare against competitors?

• How can I analyze categories in H-E-B’s hierarchy by subcommodity, brand and item level?

• Can I drill down to store level and segment (up, value, core)?

• How can I understand how new products drive category growth?

• How can I track results of new product testing with H-E-B?

How It WorksKey features of the next-generation H-E-B V.I.P. solution include:

• All databases contained in one view vs. many databases previously. This enables easy and effi cient cross-category reporting

• Hierarchies updated on a monthly basis vs. every eight months previously

• H-E-B custom-syndicated database

• H-E-B custom-defi ned categories enable alignment to H-E-B’s internal business

• H-E-B custom geographies segment stores into H-E-B divisions and markets

• Sixteen nationally defi ned markets for benchmarking purposes

• More than 500 syndicated measures

Capturing the Value with IRIBenefi ts of the H-E-B V.I.P. Program include:

• Dramatically improved strategic collaboration with H-E-B’s buyer team

• Create sales growth for manufacturer’s brands and the overall category

• Faster, more effi cient communications as a result of shared marketplace views

• Sound business strategies and effi cient merchandising plans

• Enhanced analytics with granular store-level detail

• Improved timeliness in tracking new item launches and promotional activity

• Pricing and promotion effi ciencies

• Improved margins via enhanced data-driven business reviews

ContactFor more information, contact your IRI representative at HEBVIP.SalesSupport@IRIworldwide.com

H-E-B V.I.P. Program ANALYTICS& IN-MARKETEXECUTION

Participants in H-E-B’s V.I.P. Program realize

higher sales growth.

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About IRI. IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care, retailers and media companies to grow. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. www.IRIworldwide.com

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