AWMA distributors attending the 2010 Distribution Solutions Conference in Tampa, FL were encouraged Wednesday to take advantage of the AWMA InfoMetrics data program, designed to help them improve sales and profits by targeting the right SKUs for the right stores that they serve.

“Today’s competitive advantage is all about information and how we use it,” said Viv Penninti, InfoRythm, Inc., the Pittsburgh-based company that has developed the new data collection system for AWMA. “There is a tremendous growth opportunity through SKU optimization and rationalization. One of the biggest things you can do is to help your customers figure out what is their optimal product mix so they can increase their sales and profit.”

Introduced earlier this year, InfoMetrics collects actual product movement data from participating distributors. That information is aggregated by InfoRythm and made available to those distributors as well as to manufacturers who subscribe.

Representatives from Pine State Trading during the InfoMetrics presentation

Using an online portal, distributors can see how they are performing, by category and individual SKU and in specific stores that they serve, obtaining information that will allow them to identify specific opportunities for growth.

“You can provide yourself and your customers with a lot of rich information to run your business better,” Penninti explained. “It allows you to make fact-based decisions. There is tremendous potential to improve operational efficiency and profitability.”

Manufacturers are being encouraged to subscribe to the data as well. Penninti pointed out that large supplier companies are purchasing product sales information from other sources, but that it does not provide the detail of c-store specific product movement information that is covered by InfoMetrics.

“They do not have the specific product sales information down to the specific store,” he said, noting that by using InfoMetrics data, suppliers can more sharply target their product focus based, not only on demographics, but also on specific purchasing information that is up-to-date to the week.

Companies interested in more information regarding InfoMetrics should contact AWMA.