Case Study: Migros achieves higher response rates and revenue with SAS Customer Intelligence

Migros individualizes its marketing with SAS® Customer Intelligence

Migros, Switzerland’s largest retail group with the Cumulus loyalty program reaching 2.8 million members, faced the limits of mass marketing: about 400 campaigns a year risked over-contacting customers, cannibalizing offers and lowering effectiveness. The company needed a holistic, customer-centric approach to match the right message to the right person at the right time and to monitor responses across channels.

Migros implemented SAS Customer Intelligence to manage campaigns end-to-end and digitize and individualize coupons across print, online and app channels in three languages. The system replaced ad-hoc tools, enabled flexible, complex campaign control and tracking, and delivered measurable gains—significantly higher response rates and increased revenue.

Migros

Alexandra Brunner

Direct Marketing Director of the Federation