Product data infrastructure company Prodx and Hy-Vee announced an extension of their partnership on Aug. 18. Prodx runs Hy-Vee’s digital commerce experience.
Prodx has structured nearly 265,000 Hy-Vee products, standardizing an average of seven attributes per SKU across more than 1,200 attribute types and 5,800 active categories. That data foundation drives buy-again suggestions, substitutions, personalization and digital merchandising across the retailer’s online shopping platform.
“Hy-Vee’s online shopping platform truly shows what our infrastructure can do at scale,” said Adam Christmann, CEO of Prodx. “Hy-Vee’s relentless focus on personalization and customization combined with our product offerings transform the online experience for the customer by making shopping decisions easier and faster.”
How the platform works
For returning shoppers, the Purchases and Essentials experiences recreate the familiarity of a regular shopping routine, surfacing the products customers buy most and organizing them to match how they typically shop. The Predictions function anticipates what a customer is likely to need before they’ve searched for it, while the Substitutions experience provides alternatives when a preferred item is unavailable.
Additional functions, including Recommendations, Complements, Discover, Variations and Impulses, work together to surface relevant alternatives, companion products and new items that fit into a customer’s cart.
The Prodx Aisles App gives Hy-Vee’s team direct control over the digital merchandising experience, allowing the retailer to personalize at the individual shopper level, run A/B tests across experiences and ensure only relevant products surface in a given context.
The companies said the extended partnership will continue to deepen personalization capabilities while broadening the scope of Prodx’s data infrastructure work with the grocer.
West Des Moines, Iowa-based Hy-Vee is an employee-owned corporation operating more than 560 business units across nine Midwestern states, with annual sales of more than $14 billion and more than 70,000 employees.