Sejung stays ahead of retail trends in minutes, not hours, with SAS® Marketing Automation
In South Korea, the retail market is competitive and fast-moving. To stay ahead of the pack, Sejung uses SAS® Marketing Automation to keep on top of the latest trends and to increase customer satisfaction and loyalty – in part by cutting reporting time from 15 hours to 40 minutes.
With more than 3.1 million customers, South Korean retailer Sejung – with brands such as Indian Homme, Anthem, Olivia Lauren and Tremolo – was unable to quickly and accurately manage and analyze its customer data to remain competitive in the fast-moving retail market. To increase customer insight and improve reporting, Sejung uses SAS. As a result, it better understands its customers and is expanding its business footprint.
"By the time business issues could be analyzed, they had already changed," says Lim. "And other business units had a poor understanding of the data that was being produced and had to rely heavily on the CRM team to interpret results. This led to decreased job satisfaction amongst CRM staff because they were spending too much time creating reports, rather than analyzing the data."
SAS, he adds, transformed the way Sejung creates reports and uses data. With automated report creation, the process has been significantly simplified, which has freed up valuable staff resources and increased productivity. As well, the sales force is able to generate custom reports in the field, and data required for advanced analytics is made available online.
A first for the industry
"It used to take 15 hours to generate data for segmentation," explains Lim. "The process was a burden and consumed computing resources. Now the data is prepared in 40 minutes."
Sejung uses analytics for a variety of predictive models that analyze such things as inactivity and churn, weekly and monthly sales, and changes related to the business. Analytics is also applied to optimize and target the right customers with the right marketing offers, and help Sejung decide on whether to continue running certain campaigns by monitoring them in real time.
Sejung will also use SAS to enhance the way it manages marketing campaigns to implement increasingly differentiated marketing strategies.
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Unable to respond to changing customer demands; marketing campaigns were costly and often inaccurate.
SAS Marketing Automation
Reports that used to take 15 hours to create are now ready in 40 minutes; reports and data are available online for the field; advanced segmentation and data modeling have increased analyst productivity and improved overall marketing results.
“"It used to take 15 hours to generate data for segmentation … now the data is prepared in 40 minutes."”
CRM Team Leader