Case Study: Thun achieves optimized, data-driven distribution and targeted marketing with SAS Business Analytics

Thun - Customer Case Study

Thun, an Italian maker of decorative objects and giftware founded in 1950, operates a growing network of more than 200 points of sale across Italy and Europe and manages large customer communities (Thun Club ~100,000 members; THUNity ~500,000 users). Faced with mountains of customer and POS data, the company needed a fact‑based, client-centered distribution strategy to optimize mixed wholesale and retail coverage, site selection, and product assortments by customer profile.

Working with SAS® Business Analytics and partner VALUELAB, Thun used geomarketing, socio‑demographic clustering, GeoIntelligence, logistic regression and data‑mining to calculate territory potential, map sales, and identify performance drivers. The resulting analytical model pinpoints high‑potential zones, recommends optimal point‑of‑sale coverage and channel balance, enables targeted territory marketing, and supports ongoing POS performance monitoring and objective micro‑area goals.

Thun

Luca Dalla Serra

Commercial Director