Lotte.com, a shopping portal in South Korea owned by the Lotte Group, has been leveraging SASfor Customer Experience Analytics in an integrated online traffic system and is learning more about customers and improving its targeted marketing efforts.
A full portfolio of intelligence products is offered by SAS, provider of business analytics software and services, to customers around the world, to improve performance and deliver value by making better decisions faster through innovative solutions delivered within an integrated framework.
According to Son Jung-won, Marketing Planning Team Manager, Lotte.com, the company has laid a foundation for implementing sophisticated target marketing with SAS for Customer Experience Analytics. Tailored services are received by members that are a better fit for their lifestyle. The company has also developed an optimized page overlay function that measures the value of each page and section. Areas and items with low efficiency can be promptly revised to improve work efficiency for the company.
Web traffic data is collected by SAS and is used to accurately analyze the behavior of online customers. The system analyzes what customers see and do on Lotte.com's sites, which is different from the conventional CRM functions that wait until customers place an order to identify buying intentions. Lotte.com is prompted to align service with customer data from the results supplemented with data about purchased products and services.
Unique visitors, page views and additional data from the company's various websites are analyzed by Lotte.com using SAS. Lotte.com then understands the status of visitors and purchasers, the popularity of each category and product, plus click-through patterns, campaign results and more. More sophisticated marketing campaigns that offer shoppers what they really want are developed by the company with the help of these results.
Jin-kwon Lee, Executive Director of SAS, Korea believes that as competition in the e-commerce sector intensifies, analyzing customer behavior on the Web has become critical to marketing. The structuring of highly advanced analysis techniques like those used by Lotte.com puts the company ahead of its competition.
SAS Customer Intelligence products are also used by companies like the Royal Bank of Scotland Group, HSBC, AXA online insurance, People's Association of Singapore and many more apart from Lotte.com.
Calvin Azuri is a contributing editor for ContactCenterSolutions. To read more of Calvin's articles, please visit his columnist page.
Edited by Patrick Barnard