NEWS9 August 2011

Chico’s to track fashion brand mentions on social media

New business North America

US— Fashion group Chico’s FAS has tapped SAS for social media analytics to help it monitor and understand what people are saying about its Chico’s, White House Black Market and Soma brands online.

SAS says Chico’s will begin by analysing Facebook and Twitter conversations, but the tool can be applied to YouTube, forums and blogs as well.

The analytics looks at both the sentiment and influence of social media users and conversations. A CRM component also gives Chico’s the opportunity to respond to people on Twitter.

Chico’s CRM director Barb Buettin said: “Our success is rooted in a heritage of listening to what our customers want.”