Outdoor sporting goods retailer sees rapid marketing ROI with SAS
NRF 98th Annual Convention and EXPO, NEW YORK (Jan. 12, 2009) – Outdoor enthusiasts trust Cabela’s, the world’s largest direct marketer of hunting, fishing, camping and related outdoor gear, to outfit them for success in the field. Cabela’s puts its trust in SAS, the leader in business analytics, to outfit them for successfully acquiring customers in the retail jungle.
Using SAS analytics to refine its direct marketing campaigns has helped Cabela’s realize significant revenue growth from more targeted marketing efforts and more productive new store locations. “SAS is able to handle millions of pieces of data,” said Corey Bergstrom, Director, Marketing Research and Analysis for Cabela’s. “We tested several software packages, and SAS best met our requirements. With SAS predictive models, we’ve seen double-digit growth in overall sales per catalog along with performance increases of as much as 60 percent from some of our retail flyers.”
“Integrating marketing efforts with SAS has shown a valuable return,” said Bergstrom. “SAS gives us such a significant return, our executives have never asked us to justify its cost.”
In addition to boosting sales growth, SAS helps Cabela’s better target marketing efforts across all sales channels (catalog, Internet and retail). “We leverage SAS for predictive modeling for every email, catalog, flyer and credit card communication we send out,” said Bergstrom.
Cabela’s has been working with SAS, the leader in business analytics, for more than 10 years. In 2006, Cabela’s installed an enterprise data warehouse platform from Teradata, a SAS partner since 2007. The combination of SAS with Teradata provides Cabela’s with more flexibility and has dramatically improved the process Cabela’s uses for managing important data.
In addition to Cabela’s, SAS retail customers include AutoZone, Bakers Footwear, Brooks Brothers, Burger King, Carrefour, Casino, Casual Male, The Children’s Place, Eddie Bauer, Hallmark, Hudson’s Bay Company, JCPenney, Kohl’s, Luxottica Retail, Macy’s, Mark’s Work Wearhouse, Marks & Spencer, Northern Tool & Equipment, Office Depot, Sainsbury’s, Spiegel Brands, ShopKo, Sport Chalet, Staples, Tesco, Tween Brands, Williams-Sonoma and 1-800-FLOWERS.COM.
For more information about SAS® Retail Intelligence Solutions, visit http://www.sas.com/industry/retail/. SAS is demonstrating its retail intelligence solutions at the NRF 98th Annual Show and EXPO in Booth 1337.
Cabela’s Incorporated, headquartered in Sidney, Nebraska, is a leading specialty retailer, and the world’s largest direct marketer of hunting, fishing, camping and related outdoor merchandise. Since the company’s founding in 1961, Cabela’s® has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter®. Through Cabela’s growing number of retail stores and its well-established direct business, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing customers superior customer service. Cabela’s also issues the Cabela’s CLUB® Visa credit card, which serves as its primary customer loyalty rewards program. Cabela’s stock is traded on the New York Stock Exchange under the symbol “CAB”.
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know®.
SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2009 SAS Institute Inc. All rights reserved.
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