unerry and Kaibarabo collaborate to expand PPIH Group’s retail media services Launched a service for manufacturers that allows both large-scale advertising distribution and effectiveness verification
*View in browser* *unerry Co., Ltd.*
Press release: June 6, 2024
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unerry and Kaibarabo collaborate to expand PPIH Group’s retail media services Launched a service for manufacturers that allows both large-scale advertising distribution and effectiveness verification
*By combining unerry’s people flow data and PPIH Group’s purchasing data, a “deep and broad retail media” approach is possible*
Real behavioral data platform “Beacon”
Unerry Co., Ltd. (Headquarters: Minato-ku, Tokyo, Representative Director, President and CEO: Hidetoshi Uchiyama, hereinafter referred to as Unerry), which operates “Bank”, and Pan Pacific International Holdings Co., Ltd. (hereinafter referred to as PPIH) Group, which is responsible for the digital domain. Company Kaibarabo (Headquarters: Meguro-ku, Tokyo, Representative Director and President: Moriya Kenji (hereinafter referred to as Kaibarabo) has begun collaboration with the PPIH Group to expand its retail media services.
By combining unerry’s human flow big data with PPIH Group’s purchasing data, we will begin providing a service for manufacturers that can perform both large-scale advertising distribution and effectiveness verification.
“Retail media service” realized by people flow data x purchasing data Multiplying unerry’s 390 million IDs (of which 150 million domestic IDs) human flow big data with PPIH’s shopping network of over 620 stores in Japan and purchasing data generated from the “majica app” with approximately 14 million domestic users* 1, we have realized a new retail media service for manufacturing companies.
The PPIH Group operates approximately 730 stores in Japan and overseas, centering on the general discount store “Don Quijote” and general supermarkets “Apita” and “Piago.” We have a variety of business formats, from everyday use to specialized types, such as the newly defined inbound business format due to the increase in the number of visitors to Japan, and the “Kira Kirakira Donki” business format for Generation Z. In addition, our strengths include store locations that cover prime locations in the city and the suburbs, regardless of region, and store development for a wide range of age groups with a wide variety of items.Manufacturers are encouraged to utilize these PPIH assets. , it is possible to carry out comprehensive marketing measures for all target groups.
The newly launched service leverages these characteristics of the PPIH Group to increase targeting accuracy and enable communication to be delivered to a wider range of consumers.
-Features of this service-
* 1. “Deep reach” that accurately captures the customer image * We created advertising distribution segments based on real behavior, such as “behavioral DNA*2” based on analysis of purchasing data from the PPIH Group, which handles a wide range of products, and unerry’s human flow data, and detection of visits to PPIH stores and shelves at specific sales areas. It is possible to deliver advertisements to users who have the same characteristics as the target persona image.
* 2. “Wide reach” that reaches non-members and future store customers * In addition to the approximately 14 million “majica app” users in Japan, unerry’s “Beacon”
A wide range of distribution is possible through various media such as app push near stores, digital advertising, connected TV, OOH, etc. to users with 150 million IDs in Japan linked with “Bank”
* 3. Effect measurement that captures store visits and purchases * By analyzing people flow data, we measure the rate of visits to PPIH stores and the rate of visits to shelves by people targeted for ad distribution. In addition, the purchase rate can be determined by linking with purchasing data. Furthermore, unerry’s people flow data analysis allows you to see the visit history of other stores, so you can get an overall picture of the return on investment that is not limited to PPIH stores.
(*1) Data linkage and utilization will be carried out within the scope of user permission and laws and regulations for each service. (*2) Each spot visited by users is categorized into approximately 150 place categories, including “eating out,” “shopping,” and
“life/services,” and the degree to which the target group of users visits within a specified period. is expressed as a deviation value. “Beacon”
When the behavioral trends of all users of the “Bank” affiliated app are set as a deviation value of 50, we can understand the
characteristics by looking at the degree of the target user group. Capture lifestyle trends needed to understand consumers.
Person in charge comment
* -Shigejiro Suzuki, Executive Vice President and COO, unerry Co., Ltd.-* At our company, we not only accumulate and utilize human flow data in-house, but also form a “data ecosystem” by connecting it with various real and digital data. In our current initiative with the PPIH Group, this “data ecosystem” is utilized in terms of depth of customer understanding, breadth of reach, and appropriate measurement, and we believe this is a meaningful initiative for us as well. Through this new retail media service, we will support manufacturers in promoting the use of retail media.
* -Kaibarabo Co., Ltd. Retail Media Product Development Manager Mami Kobayashi-* The problem with conventional PPIH retail media services was that it was difficult to accurately distribute information to non-members and potential customers who did not visit or purchase from our own stores, and to measure its effects. As a result, although manufacturers, who are advertisers, feel that it is having a certain effect on acquiring sales space and shelves, some have said that “it is not incorporated into the overall marketing design, and the measures are limited.” This service supports manufacturers in implementing large-scale retail media initiatives by achieving a “deep and wide reach” and measuring effects beyond majica app members and PPIH store visitors.
*Product and service names mentioned in this news release are trademarks or registered trademarks of each company.
*The information contained in this news release is current as of the date of announcement. It is subject to change without prior notice.
* -inquiry-*
unerry Co., Ltd.
Retail Media Division Suma
Mail: spteam@unerry.co.jp
Kaiba Lab Co., Ltd.
[Inquiry form]
https://www.ppihgroup.com/form/pc/index.php?fn=1561
* ■Unerry Co., Ltd. Company Profile*
Company name: unerry Co., Ltd.
Representative Director, President and CEO: Hidetoshi Uchiyama Established: August 2015
Head office location: Kamiyacho Trust Tower 23F, 4-1-1 Toranomon, Minato-ku, Tokyo
URL: https://www.unerry.co.jp/
Real behavioral data platform “Beacon Bank” (https://www.beaconbank.jp/ )” is a data company founded in 2015. Utilizing GPS and beacon technology, we use AI to analyze indoor and outdoor human flow big data, which is collected from smartphone apps over 80 billion times a month and contains about 390 million IDs (of which about 150 million IDs in Japan). With the mission of “Creating a comfortable future with data,” we are developing businesses such as OMO marketing support and the realization of smart cities.
* ■Kaibarabo Co., Ltd. Company Profile*
Company name: Kaibalab Co., Ltd. (https://www.kaibalab.com/) Representative Director and President: Kenji Moritani
Established: October 2019
Head office location: 2-19-10 Aobadai, Meguro-ku, Tokyo
Business: PPIH subsidiary.
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