Using a sophisticated star schema, the VRMS Purchase History Warehouse (PHW) is the foundation of the software suite. The PHW includes a rapid-fire loader that makes it possible to load thousands of stores' transactional data every day. The PHW is a fully open RDBMS environment that, in addition to feeding MarketExpert and TargetExpert, also can feed other applications, dependent on transactional (tlog) and customer data. This includes systems supporting loss/prevention, category management, real-estate & store location analysis, and competitive analysis.

RDBMS options for the PHW are: Oracle, IBM DB2, and Microsoft SQL Server.