Retail in Asia

In Trends

Major Philippine retailer turns to big data visualization

Sitting on more than 800 million stored transaction records, SM Marketing Convergence Inc. (MCI), the affiliate company of SM Retail Group and part of one of the largest and most successful conglomerates in the Philippines,
knew that tremendous insights were buried in their data.

They needed a powerful business intelligence software to analyze, uncover and present the resulting insight.

MCI President and Chief Executive Officer Baldwin C. Golangco said they chose SAS Visual Analytics for advanced data visualization and business intelligence.

The technology is expected to enable the company’s SM Advantage loyalty card program to improve new member acquisition, reduce churn, increase up-sell and cross-sell, and better understand its 10 million members and non-member customers.

MCI processes vast amounts of transaction data every day to enable customers to accurately see accrued loyalty points. The MCI data store represents an extremely rich market-data source for all retail spending in the Philippines. In addition to loyalty cardholder purchases, MCI collects all customer transactions for its hypermarket and grocery business, including details at the SKU level.