US fashion retailer to use SAS to understand, predict and act based on intelligence from social media data
US fashion retailer to use SAS to understand, predict and act based on intelligence from social media data
Chico's FAS will implement SAS Social Media Analytics to integrate social data across all areas of its business.
The analytics provider’s specialist software be used to help the retailer to understand what is being said about its brands and apply this intelligence to decision making. The company will begin by analysing data from Facebook and Twitter.
SAS Social Media Analytics will help the company's three women's retail fashion brands – Chico's, White House | Black Market and Soma Intimates – understand, predict and act based on social media data.
With the ability to uncover sentiment about key aspects of their business across Facebook, Twitter, YouTube, discussion forums, blogs and more, SAS said its on-demand software will help the company learn how customers feel about its products and brands, identify key influencers, and understand how social media conversations affect business results. The organisation will be able use the information it provide to guide brand strategies, media placement, public relations and customer service activities.
Garnering real-time Twitter sentiment
Using the included SAS Conversation Centre module, Chico's FAS will also be able to better serve customers engaged in conversations with the company. This module will allow the company to capture tweets in real time and identify those that are significant to the brands based on sentiment and the influence of the Twitter author, according to the provider. This enables tweets to then be routed to customer-facing personnel to respond.
Chico’s FAS is an existing SAS customer intelligence customer, running customer analytics, reporting and multichannel campaign management through SAS’ cloud computing centre.
"Our success is rooted in a heritage of listening to what our consumers want," said Barb Buettin, director of customer relationship management (CRM) for Chico's FAS. "SAS' ability to help us listen and act upon what our customers are saying beyond the confines of our boutiques is a natural extension of that heritage. It will help ensure our communications are personalised to the needs of our individual customers. SAS Social Media Analytics and SAS Marketing Automation are a natural pairing of capabilities needed to better serve our customers."
The company also recently selected product lifecycle management (PLM) software, PTC Windchill FlexPLM, to cut development time and production costs out of its product development processes.
