Supervalu Expands Data Sync Efforts 2011-06-22

MICHAEL GARRY

MINNEAPOLIS — Supervalu is continuing its "heavy investment" in the Global Data Synchronization Network (GDSN), the industry utility facilitating synchronization of product data between brand manufacturers and retailers, said Greg Zwanziger, Supervalu's director of ecommerce business development during the U Connect Live conference earlier this month.

The past year has been especially active for adding new supplier partners to its synchronization network, said Zwanziger, adding that "this year looks even better."

In the fourth quarter of 2011, Supervalu will have a new version of its eNew Item portal, which is tightly linked to the GDSN. The portal will be changed to "look more like the GDSN standard," adding product attributes for each level of product shipments provided by suppliers (pallet, case, inner-pack and item), Zwanziger said.

Supervalu is already syncing data with several DSD suppliers and expects all DSD companies in CPG categories to be publishing data through the GDSN before the end of the year. Supervalu has also been piloting with bakery, meat and deli suppliers and is looking to synchronize all of their item data by Dec. 1.

The company also expects to synchronize bulk items (such as candy and food service). In produce, the company only plans for now to synchronize items that are "CPG-like," such as bagged salads.