Terra Technology, provider of demand sensing software, has opened an office in Bracknell, England to support its growth in Europe and Asia.
The company recently completed a project for Unilever in the US in a bid to improve customer service and supply chain efficiency by reducing forecast errors by more than 25 per cent.
Terra opened its first European office in Madrid last year and has since increased its workforce in Europe.
Paul Conyngham, general manager Europe, will manage the new office.
Robert F. Byrne, president and CEO of Terra Technology, said: “The global recession has changed consumption patterns, making historically-based forecasts much less accurate. Manufacturers and retailers cannot afford to rely on models that assume sales at this time last year will predict tomorrow’s sales accurately.
“POS data provides daily information about actual consumer behaviour, replacing a guess with near real-time information about what products are actually moving off the store shelf. The larger UK retailers offer this level of granular data and the UK is therefore particularly well-suited for Terra’s software.”