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Asian retailer Parkson chooses SAS® Customer Intelligence to increase market shareDepartment store chain implements SAS to manage marketing costs, understand customersERI eXchange, BOSTON (June 05, 2007) – Parkson Corporation Sdn Bhd (Parkson) is partnering with SAS, the leader in business intelligence, to increase marketing program efficiency and market share. Over a three-year period, Parkson, one of the largest department store chains in Malaysia, will put SAS® Customer Intelligence software to work for its 29 stores throughout Peninsular and East Malaysia. “Parkson has evolved to a point whereby we realize that only a deep and accurate understanding of our customers will help propel us toward becoming a premier retail brand. The SAS Customer Intelligence technology will provide us with the analytical muscle to make better business decisions,” said Toh Peng Koon, Parkson’s Chief Operating Officer. Toh explained that SAS solutions for consumer segmentation and targeted marketing will help Parkson better meet its customers’ needs with more relevant campaigns. “SAS software will allow us to gather consumer trends at our outlets, understand the drivers behind these trends and perform effective customer segmentation,” he said. Parkson also expects to realize higher response rates and spend less on campaigns while increasing revenue. “With SAS, Parkson will gain a better understanding of its multiple business metrics to help specific programs that will achieve higher levels of customer satisfaction and loyalty while increasing the number of first-time shoppers,” said Jimmy Cheah, Managing Director of SAS Malaysia. “We are delighted to work with Parkson as they seek to grow and develop their brand,” said Lori Schafer, Vice President of the SAS Global Retail Practice. Parkson presently serves its customers through three distinct retail outlets: Parkson KLCC, a premium store; Parkson Grand, appealing to the upper-middle market segment; and Parkson Ria, for the mass market segment. For more information about SAS® Solutions for Retail, visit http://www.sas.com/industry/retail/. SAS is demonstrating its retail intelligence solutions at ERI eXchange Booth 905. About Parkson Corporation Sdn BhdParkson was established in 1987 by the Lion Group Malaysia. Today it operates one of the largest departmental store chains in the country. Parkson operates a chain of 29 stores in the major towns, both in West and East Malaysia, and is also present in Vietnam and China. In China, it is one of the largest foreign-owned retailers with operations in prime locations across 26 major cities. For more information on Parkson, visit: http://www.parkson.com.my
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