New tool lets manufacturers see consumer impact on supply chain

ANN ARBOR, Mich. — Retail Velocity and SAP Applications have expanded their partnership to develop and launch the Velocity Demand Data Streaming Service, which will integrate data streams from retailers and distributors and show manufacturers the impact consumers have on the supply chain.

Working directly with SAP, Retail Velocity has extended its current integration with SAP Applications partnership to support SAP in providing their customers with a holistic view of how consumer demand and in-store sales are materializing downstream in near real time. The service will allow manufacturers to ensure that replenishment, sales and promotions are aligned with consumer demand, maximizing revenue opportunities and reducing costs.

“I am delighted that Retail Velocity is extending their partner relationship within the SAP Partner network,” said Ian McDonald, VP of consumer products industry business solutions at SAP. “Retail Velocity’s Data Streaming Service offers SAP’s Consumer Products customers a tried-and-tested service to quickly access their retail partners’ in-store data. It is a fantastic fit with SAP’s Demand Signal Management solution. Together we can bring our customers closer to understanding the true consumer pull on the supply chain.”

Consumer goods manufacturers today typically have various methods and sometimes disconnected processes for acquiring direct retailer POS data streams that integrate with multiple databases and business intelligence tools. As a result of the expanded partnership between SAP and Retail Velocity, customers will benefit from a fully integrated end-to-end offering.

“Working with SAP to expand our integration partner relationship in support of SAP’s DSiM solution makes perfect sense for us. Given Retail Velocity’s strength and experience in the consumer goods space, especially with those manufacturers that are striving to become more consumer-centric, we feel our Velocity Demand Data Streaming Service is a great solution fit to support the DSiM platform,” said Jennifer Beckett, VP sales and marketing at Retail Velocity.

Since 1994, Retail Velocity has equipped consumer goods and apparel manufacturers with retail data harmonization, demand signal repository and business intelligence solutions. Velocity cleanses, harmonizes and integrates daily, store-level POS with third party and internal data to provide end users with best practice analytics and processes geared toward maximizing sell-through and profitability across their retail and distribution accounts. Some of its clients include Mattel, Masco, Revlon, Hanes and Levi Strauss.

SAP Applications develops a comprehensive set of integrated business applications that allow manufacturers to manage financial, asset and cost accounting, production operations and materials, personnel, plants and archived documents. 

The Velocity Demand Data Streaming Service provides manufacturers with a single access point for daily updates to store and DC level inventory and sales activity data. Velocity provides a single source of demand analytics covering key areas such as category management, sales, customer logistics, finance, marketing, merchandising and demand planning. It also provides the largest portfolio of harmonization and integration adaptors covering more than 300 retailers and distributors in all classes of trade and global geographies.