Casino, France's third-largest multiformat retail distribution group includes 115 hypermarkets, 400 supermarkets, more than 4,000 neighborhood shops and 260 cafeterias. In an ambitious relational marketing effort, the group has chosen data mining from SAS to optimize the performance of its commercial operations and to know its customers better. Casino's selection of SAS for increasing their understanding of customer behavior supports their strategy to develop stronger customer loyalty. In 1998, the company's marketing management decided to construct a database to compile extensive information related to customer behavior, including products purchased and loyalty card data. In 1999, it created a Customer Studies department to use this data and implement data mining studies. Casino also uses SAS to investigate associations, namely for optimization of product offerings. This enables the company to identify substitutable products, for example, and to understand what motivates the customer at the checkout counter.
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