Company: Shufersal

Company Profile

Shufersal is Israel’s pioneer supermarket  chain, with a history stretching back over 40 years and now operating 7  marketing chains with 172 branches countrywide. Shufersal has a highly  sophisticated national logistic center, supplying the branches with over half  of all the chain’s sales. The chain also offers facilities for shopping by  e-mail, fax or telephone.

Business Challenge

In order to provide better analysis for its  suppliers, Shufersal identified the need for a new and secure BI system in a  B2B environment. The idea was to enable the supplier to carry out their own  analysis of the actual sales of their own brands in the different branches of  the Shufersal chain. This would enable a more effective use of inventory,  better management of the distribution and logistic network, and real-time  improvement of product pricing in line with actual demand. Underlying the  decision was the expectation of improving and strengthening Shufersal’s ties with  their suppliers and enabling them to receive information that had previously  not been available.

Yitzhak Shafer, Shufersal CIO, explains:  “We were looking for a system that would give us an overall picture of the  chain and show us details such as the scope of sales, turnover, inventory as  well as information regarding our customer club. We needed the ability to  provide details drilled down to branch level, departments and even individual  products, so that each manager or supplier could see just the information  relevant to him or her.”

The solution would serve the senior  management and the category managers as an internal organizational solution,  while providing a secure extranet for the many suppliers who work with the  chain. In addition, the solution had to be very intuitive, easy to use, require  minimal training, as well as provide a high level of performance, security and  efficiency in a Web environment.

Shafer adds: “We were looking for a  system that would be user-friendly and provide managers inside the organization  with quick access to information, while also serving us outside the  organization in our working relationships with our suppliers.”


Following a thorough investigation, Shufersal  chose Panorama’s BI Platform. The system was rolled out and operational in the  Shufersal chain, serving 30 head office employees on the intranet side, as well  as some of the leading Shufersal suppliers on the extranet side.

The Panorama system interfaces with  Shufersal’s Teradata Data Warehouse system and with the IBM AS/400 via 2 SQL  Server engines running the Analysis Server cubes – one for internal use within  Shufersal and the other fire-walled for extranet application.

Shimon Flikovich, a senior IBM Business  Intelligence consultant, in charge of implementing the Business Intelligence  OLAP systems in Shufersal, notes: “The Panorama solution enables us to  develop applications in a relatively short time. It is intuitive and it has a  very user-friendly Web interface. The simplicity of the solution and the fact that  it is based on a Microsoft platform enables us to provide a full B2B system to  our suppliers.”

According to Flikovich, Panorama’s solution  makes it possible to drill down to a very deep level of the data with excellent  performance, and to provide in-depth analysis with in a very short time and in  a secure manner.

Yitzhak Shafer, Shufersal CIO:  “Panorama’s BI system allows Shufersal to maintain its competitive  advantage over the other chains, and enables the company’s decision-makers to  obtain a general picture of customers, prices, internal processes and marketing  trends, and thus make better decisions.”

In conclusion, Shefer noted that Shufersal  achieved the targets it set for the project within a shorter timeframe and at a  lower cost than originally planned. In the future he anticipates that the use  of Panorama will be extended to additional fields of operation in Shufersal,  and that it will not be long before all Shufersal branch managers will also  benefit from Panorama’s capabilities to support and enhance their  decision-making.


  • Enterprise-wide access to more  accurate consistent information
  • Tailored analytics to specific  departments and functions
  • Ability to adapt rapidly to  changing service requirements
  • Optimized resources
  • Self Serve access to  information
  • Leverage customizable reports

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