Wakefern Chooses SAS for Marketing Technology

As part of an initiative to upgrade its reporting and campaign management technology infrastructure to enable automation and analytics, Wakefern Food Corp., with assistance from consultants at Barrington, Ill.-based Willard Bishop, has selected SAS Marketing Automation software. SAS offers a comprehensive portfolio of retail technology and customer intelligence products, including SAS Marketing Automation.

“The solution we needed had to be automated, intuitive, secure and maintainable in order to sustain a lights-out, set-it-and-forget-it environment that would allow us to find opportunities in our sleep,” explained Cheryl Williams, VP of marketing at Keasbey, N.J.-based Wakefern, which the largest retailer-owned cooperative in the United States, consists of 45 members who individually own and operate supermarkets under the ShopRite banner in New Jersey, New York, Connecticut, Pennsylvania, Maryland and Delaware. “We wanted to automate our customer outreach to make it more relevant and to easily evaluate our success on the back end. SAS Marketing Automation will help us execute sophisticated campaigns and measure their effectiveness. In addition to improving communication with customers, we’re also intent on improving communication and collaboration within Wakefern, with our store owners, and with our vendor community in order to increase customer retention, acquisition and market share.”

SAS recommended IBM’s System-p Rebate Program, reducing the co-op’s total cost of hardware acquisition. The Cary, N.C.-based vendor’s Marketing Automation software provides flexible and proactive consumer-based marketing, vendor-friendly reporting and intuitive tools for marketing campaign support from conception through execution. Its efficient, self-service environment supports continuous process improvement to increase boost a user’s marketing effectiveness, which can in turn improve return on investment and the bottom line. Marketers can quickly create and manage marketing campaigns ranging from simple customer outreach to complex multichannel campaigns. With SAS Marketing Automation, users easily define target market segments, prioritize selection rules, select preferred communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate success with customers.

Other SAS grocery customers include Carrefour, Sainsbury’s, Tesco and Waitrose.
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