Liquor Marketing Group Redefines Data Strategy for Improved Competitiveness

Independent Liquor Group Uses Informatica Platform to Improve Decision-Making, Increase Cash Flow and Maximize Return on Data

SYDNEY, Australia and REDWOOD CITY, Calif., September 20, 2012 - 

Australia’s Liquor Marketing Group (LMG), a not-for-profit, independent organization, is redefining its data strategy to gain faster and more trusted access to real-time information. Informatica Corporation (Nasdaq:INFA), the world’s number one independent provider of data integration software, today announced that LMG selected the Informatica Platform in the first half of 2012 to improve its competiveness and that of its members. The platform will be integrated by one of Informatica’s strategic data integration business partners, Servian.

LMG, founded in 1977 by a group of independent hoteliers, has grown exponentially over the past decade. All of LMG’s 1,700 on- and off-premise member liquor outlets, which include brands such as Bottlemart and Sip’n Save, have different point of sale (POS) systems. Each POS system collects and provides customer sales data in different ways to LMG. LMG also needs to process member purchase data from both its key wholesale supplier as well as direct supply invoices when members have packaged consumer goods delivered direct to store.  

LMG was using an external provider to process this data and provide reports used to manage LMG’s members’ stock, promotions and rebates. However, it could take as many as six weeks for LMG to deliver and share information with members. This resulted in reactive decision cycles and had adverse effects on stock volumes, delayed supplier rebates and reduced cash flow.

LMG needed a solution that could integrate data from the various member and business streams, then automatically and quickly provide intelligent information about sales, promotions and stock levels without putting pressure on its members to provide data in a certain way or implement particular POS systems at their outlets. After a thorough review of possible solutions, LMG selected the Informatica Platform as its data integration backbone. Together with Data Integration and Insights partner Servian, Informatica is working to implement an improved data strategy for LMG to the benefit of the business and its members. This strategy includes:

  • Inter-enterprise data integration – secure integration of data from outside the firewall into the enterprise data warehouse and data analytics.
  • Quality-assured data exchange – leveraging Informatica B2B Data Exchange to manage the data aggregation from different POS systems in different formats, which require a unique combination of partner gateway and data quality.
  • Real-time data integration – using Informatica PowerCenter and Informatica Data Quality to provide real-time access to trusted data to help improve operations and increase customer satisfaction.
  • Single view of product data – leveraging Informatica Identity Resolution to provide a comprehensive and authoritative understanding of product information across POS systems for the creation of an industry product master.
  • Integration with Salesforce CRM – using Informatica PowerCenter to ensure data in LMG’s cloud-based customer relationship management system, Salesforce, is accessible in real-time to LMG’s sales and marketing representatives to help enhance customer relationships.

Supporting Quotes
“With competition in the packaged consumer goods industry becoming increasingly fierce, it is imperative that LMG has information for members, such as sales and promotional data, at its fingertips,” said a spokesperson from LMG. “It is clear that Informatica understands LMG’s business and our primary objectives for implementing a data integration solution. Informatica was able to demonstrate how LMG could tailor the technology to suit the business, which includes faster and more trusted access to real-time data, giving LMG better control of critical decision-making and ultimately improved business practices.”

“By delivering accessible, holistic, relevant, timely and trustworthy data, the Informatica Platform enables organizations like LMG to maximize return on data and increase competitive advantage to drive top business imperatives,” said Graham Sowden, senior vice president, Asia Pacific Japan, Informatica. “The Informatica Platform will provide LMG with comprehensive data integration capabilities across the extended enterprise, which will facilitate accelerated supplier rebates, help increase cash flow and empower the organization to be proactive in its decision-making.”

Additional Links
Liquor Marketing Group has selected several components of the Informatica Platform, including Informatica PowerCenter Advanced Edition with the Data Validation Option, Informatica PowerExchange, Informatica Data Quality, Informatica Data Explorer, Informatica B2B Data Exchange, Informatica B2B Data Transformation and Informatica Identity Resolution.

About Servian

Servian is the leading Data Integration and Insights Business in Australia. Servian provides a range of consultancy and integration services to assist clients in gaining business insights through combined data sources. Servian is an Informatica strategic partner and specializes in designing, building, integrating and supporting data insights platforms. Servian is a private company and has offices in Sydney and Melbourne. + 61 2 9376 0700.

About Informatica

Informatica Corporation (Nasdaq:INFA) is the world’s number one independent provider of data integration software. Organizations around the world rely on Informatica for maximizing return on data to drive their top business imperatives. Worldwide, nearly 5,000 enterprises depend on Informatica to fully leverage their information assets residing on-premise, in the Cloud and across social networks. For more information, call +1 650-385-5000 (1-800-653-3871 in the U.S.), or visit Connect with Informatica at, and


Note: Informatica, PowerCenter, PowerExchange, Informatica Platform, Informatica Data Quality, Informatica data Explorer, Informatica B2B Data Exchange, Informatica B2B Data Transformation and Informatica Identity Resolution are trademarks or registered trademarks of Informatica Corporation in the United States and in jurisdictions throughout the world. All other company and product names may be trade names or trademarks of their respective owners.