Korea’s Lotte.com online shopping mall uses SAS® to gain customer insight
SAS® for Customer Experience Analytics helps Lotte.com analyze Web traffic, customer data to improve service
CARY, NC (May 05, 2010) – By leveraging SAS for Customer Experience Analytics in an integrated online traffic system, Korean online shopping mall Lotte.com is learning more about customers and improving its targeted marketing efforts. SAS, the leader in business analytics software and services, offers a full portfolio of customer intelligence products to customers around the world.
“With SAS for Customer Experience Analytics, we have laid a foundation for implementing sophisticated target marketing,” said Son Jung-won, Lotte.com’s Marketing Planning Team Manager. “Members receive tailored services that are a better fit for their lifestyle. In addition, we have developed an optimized page overlay function that measures the value of each page and section. Areas and items with low efficiency can be promptly revised to improve work efficiency for the company.”
SAS collects Web traffic data and accurately analyzes the behavior of online customers. Unlike conventional CRM functions that wait until customers place an order to identify buying intentions, the system analyzes what customers see and do on Lotte.com’s sites. The results supplement data about purchased products and services, and prompts Lotte.com to align service with customer demand.
Using SAS, Lotte.com analyzes unique visitors, page views and additional data from the company’s various websites to understand the status of visitors and purchasers, the popularity of each category and product, plus click-through patterns, campaign results and more. The company uses results to develop more sophisticated marketing campaigns that offer shoppers what they really want.
“As competition in the e-commerce sector intensifies, analyzing customer behavior on the Web has become critical to marketing,” said Jin-kwon Lee, Executive Director of SAS Korea. “The structuring of highly advanced analysis techniques such as those used by Lotte.com puts the company ahead of its competition.”
In addition to Lotte.com, companies like the Royal Bank of Scotland Group, HSBC, AXA (online insurance), People’s Association of Singapore and others use SAS Customer Intelligence products.
Established in January 2000, Lotte.com is a sophisticated networking portal providing both “bricks and clicks” on the Internet. Lotte.com’s physical distribution network is virtually connected to the Internet, and it empowers exceptional efficiency in e-commerce marketing strategies and projects. With total capital assets of 23.3 billion KRW (US$20.6 billion), Lotte.com is the largest online shopping mall with 13 million members across 63 subsidiaries owned by the Lotte Group. It is one of the most accessed shopping portals in South Korea.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world
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