IRI TO HELP INGRAM ZOOM IN ON SCAN DATA

DAN ALAIMO

LA VERGNE, Tenn. -- In a first for a video distributor, Ingram Entertainment here has entered into a cooperative marketing agreement with Information Resources Inc., Chicago, for scan data on sales of videos in supermarkets, mass merchants and drug stores.

Initially, Ingram is using the IRI data to track its "Hollywood Hits" line of $9.98 sell-through videos, as well as sales of big event titles, said Bill Bryant, vice president of sales for grocery and drug. The data will be used to maximize profit margins, create opportunities for retailers to expand the video category, improve sell-through programs and more closely study consumer trends, he said.

"We are working with IRI to exchange information on the retail sales of the 'Hollywood Hits' program. We also are working with them on scan data for some of the more popular feature sell-through titles on a daily basis, so that we can see on a national level how well the product is selling in supermarkets," he said of the agreement Ingram recently inked with IRI.

Using the data, "we can tell how well each major title is selling nationally in supermarkets and it will help us define whether we are going to need to reorder," he said. For retailers, this means "better and clearer information, both on a national basis and also store-specific for the chains that we work with."

He characterized this as a test period when Ingram will determine how to best use the IRI data. "But it's more than a test. This is a long-term agreement to work with IRI."

"The timely information IRI captures will really go a long way in assisting our customers in maximizing their sell-through potential," said Vern Fross, senior vice president of sales and marketing at Ingram.

"Combining the expertise of IRI and Ingram, we can develop creative, profitable solutions aimed at placing the right titles in the right stores at the right time," said Mark Mallardi, IRI's senior vice president.