dm hopes to improve its integrated shopper communications through traditional advertising letters, e-mails and mobile couponing. To manage and optimise its marketing measures, it is building a new marketing management platform using software provided by SAS, Lebensmittel Zeitung reports.

The software will replace an outdated campaign management system programmed by dm and German IT company AIC as a pilot project in 2006. dm hopes the new platform will allow easier administration of the planning and handling of multi-stage marketing campaigns.

The SAS marketing platform will be integrated with the retailer’s data warehouse and its Microstrategy business intelligence and analytics tool. This integration means the retailer will be able to incorporate insights gained from its loyalty card programme Payback as well.