Customer Retention: Macy's Uses Predictive Analytics to Grow Customer Spend

The ability to better understand customer buying behavior, and then being able to actually use that knowledge to create optimized (i.e., personalized) marketing campaigns, is a key differentiator for retailers in today's hypercompetitive market, particularly when it comes to reaching and communicating with consumers online. 
With this in mind, Macy's has invested in a predictive analytics solution from SAP. The national department store chain, and specifically its e-commerce operation, Macys.com, deployed SAP's InfiniteInsight solution in the first quarter of 2014.