John Lewis and Waitrose will implement a new system to deliver more targeted and personalised marketing campaigns to their customers.

John Lewis and Waitrose will implement a new system to deliver more targeted and personalised marketing campaigns to their customers.

The software, SAS Marketing Automation, brings together data from different sources, including from the EPoS system, loyalty sign-ups and online sales, for the John Lewis Partnership to view it all in one place. Access to this will give John Lewis and Waitrose a better understanding of customers and allow them to target them more specifically.

The system will integrate into SAS analytics, which is already used by John Lewis and Waitrose to predict what promotions customers will respond to. The new software will be used to manage email and web-based campaigns based on this information from early next year.

SAS sales director Steve Neat said that in the future in-store campaigns are on the agenda to be managed by the system.

John Lewis marketing director Craig Inglis said: “We see SAS Marketing Automation as a vital enabler in extending our customer service ethos and ensuring that customer communications are always relevant, both in-store and online, and across all our brands. Crucially, it will help co-ordinate a wide variety of customer touch-points to deliver an enhanced and more consistent level of customer service across the Partnership.”