In Japan, Seino Cargo customers can track their packages on the Net. Hong Kong's Cathay Pacific, facing fierce rivalry in the lucrative long-haul market, has turned to cyberspace to fill planes, using its website to auction seats that would otherwise go unsold. Japan Airlines is doing the same. Airlines are among an increasing number of businesses making use of so-called data warehousing, a sophisticated way to store and sort huge amounts of marketing data. Often provided by a specialized systems firm, these programs help businesses provide products and services direct to customers, bypassing intermediaries such as travel agents or retailers.
Airlines can sell seats directly to passengers, shoe manufacturers to shoe-wearers.
By using gigabytes of data from credit card purchases, Internet activity or consumer questionnaires, firms can target marketing at specific segments and tailor promotions to obtain the best results. Credit card companies such as JCB are especially active in this area. This is made possible by global networks such as the World Wide Web. All Rights Reserved. Terms under which this service is provided to you.