MANILA – Retail giant SM is using customer intelligence to beef up the SM Advantage loyalty program with customer intelligence with the help of analytics specialist SAS.
SM Marketing Convergence (SM-MCI), an affiliate of the SM Retail managing SM Advantage, will be setting up an advanced customer decision hub with SAS that lets the company look into the online behavior of its user base.
With data on hand, SM will be able to tailor fit its loyalty program, giving them the deals and information they want through the best channel and time possible. This includes online, in-store, email and even mobile.
“For over a decade, SM-MCI relied on its deep personal knowledge of customers to develop campaigns,” said Sonny Halili, Regional Director for the Pacific Region at SAS.
“As the company expanded, SM-MCI recognized that an analytics-based approach was the only way to continue growing and serving its customers.”
SM Advantage loyalty program data exceeds 1 billion historical transactions and adds 200 million transactions each year from more than 500 stores.
“Our company seeks to go beyond mere marketing automation. This comprehensive analytics platform will transform our big data into remarkable experiences for all our customers, whether online or in the store,” said SM-MCI President and CEO Baldwin Golangco.
