Using a sophisticated star schema, the VRMS Purchase History Warehouse (PHW) is the foundation of the XR 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 XR, TargetEXPERT XR and CampaignEXPERT XR, 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.