Magazines Archives - 2007 June

Parkson to grow business by harnessing IT from SAS
Story 11

PARKSON CORPORATION SDN BHD, one of the largest department store chains in Malaysia, has signed a partnership with SAS Malaysia, whose business-intelligence technology the former intends leverage to enhance its retail business.

The retailer’s RM1.4-million (appproximately US$415,000) investment will give it access to SAS’ Customer Intelligence and maintenance software consultancy services and training at all 29 Parkson stores located in major towns across Peninsular and East Malaysia over three years.

“Parkson has evolved to a point where we realise that only a deep and accurate understanding of our customers will help propel us towards becoming a premier retail brand. The SAS Cutomer Inntelligence technology will provide us with the analytical muscle to make better business decisions,” said Parkson COO Toh Peng Koon.

By leveraging on SAS’ solutions for targeted marketing, Parkson can better anticipate and cater to its customers’ needs with more relevant shopping campaigns, Toh said. “[SAS software] will allow us to gather consumer trends at our outlets, understand the drivers behind these trends, and perform effective customer segmentation,” he said.

Parkson also expects to be able to realise higher response rates and spend less on campaigns while increasing revenue.

Jimmy Cheah, managing director of SAS Malaysia, said: “With SAS Customer Intelligence, specific industry knowledge and an award-winning datamining facility, we are confident that we will be able to assist Parkson in providing its customers with a richer shopping experience than ever before.”

Parkson’s current retail formats caters for three main market segments: Parkson KLCC, a premium store; Parkson Grand, which appeals to the upper-middle market; and Parkson Ria for the mass market.