Supermercados Internacionales HEB, S.A. de C.V., a wholly owned subsidiary of HEB Grocery Co., LP, began deploying a price optimization solution following the success its San Antonio-based parent company has seen from the software.

The chain is using San Carlos, Calif.-based DemandTec's Everyday Price Optimization software service. "We expect our investment in DemandTec to allow us to automate the manual aspects of our pricing process, create pricing strategies that will give HEB Mexico a competitive advantage in the marketplace, and offer our customers the best prices possible," said Rafael Lopez, c.i.o. of HEB Mexico.

Everyday Price Optimization is a component service of DemandTec's Lifecycle Price Optimization, a solution for managing and optimizing pricing across the entire store. The solution, which also includes Promotion Planning & Optimization and Markdown Optimization suites, enables retailers to understand, predict, and influence consumer demand to achieve financial and price image objectives.

HEB Mexico operates 30 supermarkets in five Mexican states: Nuevo Leon, Tamaulipas, Coahulia, Guanajuato, and San Luis Potosi.