SYS-CON MEDIA Authors: Pat Romanski, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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Harry & David Ripe for Customized Marketing with SAS®

How does a company go from bankruptcy to profits in two years? For Harry & David, the answer was to get closer to its already loyal customers.

Gourmet food and gift retailer Harry & David uses analytics from SAS(R) to connect to customers. (Ph ...

Gourmet food and gift retailer Harry & David uses analytics from SAS(R) to connect to customers. (Photo courtesy of Harry & David.)

The 80-year-old, omnichannel retailer of gourmet foods and gifts has always been rich with customer data. So when the 2008 recession brought Harry & David to its knees, the company looked to its intimate customer knowledge to fuel a major marketing overhaul. Powered by software from business analytics leader SAS, the refreshed strategy has already boosted customer loyalty.

“By enabling us to communicate with our customers more effectively, SAS is helping us improve customer retention and build healthier margins,” said Paul Lazorisak, Vice President of Customer Marketing for Harry & David. “Now we spend more time gathering, analyzing and acting upon information and less time processing data to execute marketing campaigns.”

Lazorisak points to three keys for the organization’s success:

  • Prioritizing strategic planning with the customer’s viewpoint in mind.
  • Developing meaningful customer relationships through segmentation.
  • Measuring the effectiveness of efforts over time.

SAS Analytics allows Lazorisak and his team to complete all these tasks more easily.

A SAS customer since 1989, Harry & David licensed SAS® Customer Intelligence, SAS® Marketing Automation and SAS® Enterprise Guide. SAS helps retailers recognize customers’ buying patterns, preferences and needs. They can then apply those insights to merchandising and marketing decisions that keep customers loyal and grow profits.

“Harry & David is an icon in gourmet gift retailing,” said Wilson Raj, Global Customer Intelligence Director at SAS. “By combining data-driven marketing with enriched customer insight, the company is transforming its catalog heritage into a contemporary, digital retailing powerhouse. Harry & David is becoming a retail industry leader by basing personalized interactions on a customer’s real-time communication preferences.”

Progressive retailers work with SAS®

Powerful analytics and extensive retail industry experience empower retailers to anticipate customer desires and advance business objectives. Plus, SAS’ portfolio of retail and customer intelligence software is available through several different investment, deployment and growth options.

SAS retail customers include A&P, Aéropostale, Ann Taylor, AutoZone, Beall’s, Belk, Best Buy, Brooks Brothers, Cabela’s, Carrefour, Casino, Casual Male, Charming Shoppes, Chico’s FAS Inc., Coach, DSW, Eddie Bauer, Family Dollar, Foot Locker, Frito-Lay, Gander Mountain, Godiva, Hallmark, Harry & David, Hudson’s Bay Company, Kohl’s, Macy’s, Mark’s Work Wearhouse, Marks & Spencer, Nestlé, Northern Tool & Equipment, Office Depot, Overstock.com, S-Group, Sainsbury’s, Stage Stores, Staples, Tesco, Tractor Supply Company, Waitrose, Wakefern, Williams-Sonoma, Winn-Dixie and 1-800-FLOWERS.COM.

To learn more about SAS Retail Intelligence and SAS Customer Intelligence, visit SAS at the NRF 103rd Annual Convention and EXPO in Booth 2455.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 65,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®. SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2014 SAS Institute Inc. All rights reserved.

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