Case Study: Delhaize Group slashes processing time and scales trade-area reporting across 1,300+ stores with Alteryx

Delhaize Group - Customer Case Study

Delhaize America (Hannaford, Food Lion) is an Eastern U.S. grocery retailer operating 1,300+ stores that needed scalable, accurate trade-area and customer reporting to support site selection, remodel forecasting and store-level performance analysis. Their legacy process relied on manual exports, MapInfo and MS Access, producing slow, single-store reports with heavy analyst effort and limited ability to combine block-group sales, market share and demographic data across the chain.

They migrated to Alteryx and built a batched workflow using Directory, Dynamic Input and Control Parameter tools (batch macros) to run geocoding, trade-area delineation and report generation for many stores at once. The change cut clicks and processing time dramatically (from thousands of clicks and over five weeks of labor to a few clicks per banner and under two weeks), reduced software and engineering costs, enabled quarterly banner-wide reporting, and improved analyst productivity and decision-making.

Delhaize Group

Mandy Gray

GeoAnalytics Analyst