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Wickes uses BI to identify clusters

Antony Savvas

DIY company Wickes is using a business intelligence (BI) system from SAS to closely plan its retail space to maximise sales and increase customer satisfaction.

Using a combination of sales performance, basket and demographics data, SAS' SAS 9 software is being used by Wickes to group its stores into clusters, which reflect the way customers actually shop in the stores.

This form of clustering analytics will provide Wickes with the customer insights required to re-allocate selling space more appropriately.

"With strong competition in the DIY retail sector, Wickes' partnership with SAS will allow the company to better meet the requirements of its customer base," said Dave Cooper, space planning manager at Wickes.

SAS business intelligrence software will be used at Wickes’ 172 stores nationwide.


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