Case Study: Chico's FAS achieves a 360-degree customer view and improved targeting with SAS Customer Intelligence

Chico's triples lift on a campaign to bring back lapsed customers

Chico’s FAS, a women’s apparel retailer with about 1,500 stores and a large online presence, struggled with fragmented customer data across retail, web and social channels. Its legacy mail-list system limited segmentation, left duplicate and incomplete records, and made it difficult to understand cross-channel behavior or deliver timely, relevant offers.

By adopting SAS Customer Intelligence (including SAS OnDemand: Marketing Automation) Chico’s consolidated customer and transaction data into dynamic 360° profiles, enabling marketers to plan, test and execute campaigns without IT. The change cut data-consolidation time from 17 to 2 hours (≈8.5× faster), improved deduplication and analytics, delivered more relevant offers, and boosted marketing ROI, sales and customer loyalty — with plans to move toward real-time promotions.

Chico's

Paul Grasso

Manager, Marketing Analytics