Famed olive oil maker chooses SAS® marketing software to refine customer insight
Fratelli Carli uses SAS® Campaign Management to segment, target more than a million direct consumers
CARY, NC (Dec. 06, 2010) – Noted olive oil producer Fratelli Carli will use SAS® Campaign Management, from the leader in business analytics, to develop business with new customers as well as over a million current direct customers, including 300,000 outside of Italy.
Located in Imperia on the Italian Riviera, Fratelli Carli has been synonymous with both direct marketing and olive oil commerce for more than 100 years. The family-owned and -operated company, which also produces wine and other foods, was once famed for its branded fleet of trucks distributing high-quality olive oil throughout Italy. Direct sales remain important.
The SAS Campaign Management project, undertaken with Value Lab, extracts extra value from the many Fratelli Carli customer segments, including new buyers, loyal fans and those who might have abandoned the company over time.
Fratelli Carli customer outreach will be precisely targeted and differentiated. The company will develop, simulate and execute multichannel campaigns, including direct mail, e-mail, telephone, text messaging and other wireless methods. All campaigns will be monitored in real time.
SAS Campaign Management automates this process and saves considerable time and cost, according to Fratelli Carli executives. They note that with SAS it is easy to integrate and classify data from different sources, and to know exactly what individual offers will maximize results.
"SAS delivers knowledge we can act on from our customer database of 1 million people who have interacted with us in the past," said Carlo Carli, Director of Fratelli Carli's Food Division. "SAS Campaign Management goes beyond basic business intelligence reporting and provides a crucial foundation for business decisions."
At least 15 campaigns will be generated for each segment yearly, totaling at least 60 distinct multichannel campaigns. Fratelli Carli also creates ad hoc campaigns for the Web, which accounts for 15 percent of sales. The company produces more than 7 million customer communications produced annually, with customer service operators taking 2,000 calls daily.
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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Carlo Carli, Director of Fratelli Carli’s Food Division.
Fratelli Carli has been synonymous with both direct marketing and olive oil commerce for more than 100 years
The Carli family