Sears Canada shapes database. (database marketing)

HFN: The Weekly Newspaper for the Home Furnishing Network, November, 1995 by Brumback, Nancy

Sears Canada has begun developing a customer database to help it improve its marketing capabilities and obtain a company-wide perspective on its core customers. The database has information on 10 million customers and so far, Sears Canada has used it to develop couponing programs that allow it to discern who redeems the coupons and which ones are redeemed. MIS manager Carmen Yuen says that the giant retailer is just beginning to use the database for strategic planning and will incorporate geodemographic profiling into the mix in early 1996.

Chicago (FNS)--As new and lower-cost technology becomes available, retailers are exploring database marketing to identify core customers and improve marketing to them.

Sears Canada, with 110 stores, 1,400 catalog units and 6...

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