EDEKA Minden-Hannover Realizes Revenue Potential with Teradata

DUSSELDORF, Germany, Feb. 25 /PRNewswire/ -- Teradata Corporation (NYSE: TDC) announced today that EDEKA Minden-Hannover, largest of the regional EDEKA supermarket co-operatives, is using a Teradata enterprise data warehouse (EDW) to drive improved marketing and optimize organizational performance.  The expanding capabilities of the EDW enable EDEKA Minden-Hannover to tailor its product range to better serve local interests and realize revenue potentials with well-directed measures.  Moreover, the EDW has helped EDEKA Minden-Hannover streamline its auditing by replacing costly visits with targeted analytics.

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EDEKA Minden-Hannover has collaborated with Teradata to create a central database that contains fully detailed basket data from 1,250 stores, quickly available for analyses. "The fact that we have access to the sales data in full detail means that we can examine all critical relations between the customer, the purchased item and his shopping behavior," said Heinz-Dieter Freese, an authorized representative of EDEKA Minden-Hannover GmbH. With its analytical capabilities, the company can run ad hoc analyses on its sales data at a basket level to identify consumer trends and preferences. As a result, in one specific segment, EDEKA Minden-Hannover boosted revenues by 9.1 percent and gross earnings by 12 percent, while at the same time reducing its product and handling costs.

EDEKA Minden-Hannover has been using a Teradata Data Warehouse since 1999. Presently, the system manages sales data estimated at 850 million receipts with 9 billion rows and 450 billion lines of detailed information, which includes granular data pertaining to items, suppliers and customers.  EDEKA Minden-Hannover maintains sales data for 25 months, making it possible to identify the evolving development of sales trends and make comparisons with data from previous years.

"Managing masses of data and detailed, pinpointed information is not a challenge. Using a target-oriented marketing approach means that we get to the bottom of the actual key issues," said Freese.

In addition to merchandise assortment optimization, EDEKA Minden-Hannover uses its Teradata system to plan promotions and special offer policies as well as monitor its results more effectively.  The system also enables the retailer to develop marketing measures for participants in the DeutschlandCard loyalty program that are based on their actual purchasing behavior. Another benefit is that regional and national buying teams have broad data visibility from the centralized view of company information in supplier interactions. Further applications using the Teradata system include making valuable data available to selected suppliers, facilitating a demand-oriented supply of goods.  EDEKA's corporation-wide data warehouse was developed following a proof of concept engagement focused on integrated data visibility and system scalability.

About EDEKA Minden-Hannover

With sales of euro 6.4 billion in 2009, 55,000 employees and some 1,550 supermarket outlets, EDEKA Minden-Hannover is the largest of the regional EDEKA retail companies. Over the past few years, it has experienced continuous growth. For example, its retail business reported a 2.5 percent increase in revenues, which significantly outpaced the industry average. For further information visit: http://www.edeka.de/MINDEN/Content/de/Home/index.html.

About Teradata

Teradata Corporation (NYSE: TDC) is the world's largest company solely focused on raising intelligence and achieving enterprise agility through its database software, enterprise data warehousing, data warehouse appliances, consulting, and enterprise analytics.  Visit Teradata on the web at www.teradata.com.

Teradata is a trademark or registered trademark of Teradata Corporation in the United States and other countries.

SOURCE Teradata Corporation

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