NEWS

The “Omnichannel Innovation Center” of OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”) has started research and development for location information marketing, in a joint project with Professor Shinichi Ueyama of the Faculty of Policy Management, Keio University.

As digital environments have evolved in recent years, the behavior of consumers has also become more diverse and individualistic. Consequently, corporate marketing activities must be optimized for each individual, with a high level of real-time responsiveness and bidirectionality in communication. Even bricks-and-mortar business owners have turned their attention to digital sales promotion strategies to encourage customers to visit stores, as a means of replacing the previously dominant insert advertising and direct mail.

This is the background to OPT’s establishment in March 2018 of the Omnichannel Innovation Center (hereinafter “OIC”), which has the aim of supporting the digital shift of retailers. The OIC has supported many bricks-and-mortar businesses since its establishment. In this project, Professor Ueyama evaluated the results of these services to pick out topics for the joint research. The Ueyama Laboratory has conducted various marketing research projects with 45 companies, including bricks-and-mortar businesses.
                                              
This joint research will be based on the data of companies that have multiple stores, which have given their permission to use the data in advance. OPT will collaborate with seminar students working on the theme of Professor Ueyama’s course, “Management Diagnosis and Market Competition Research,” to analyze the data with the aim of using the data in future marketing. Actual company promotions will then be performed based on these analysis results.

This project will bring together the knowledge of both parties to develop new pathways for utilizing location information marketing, as well as to promote the development of marketing human resources and the activation of the omnichannel market.

OPT will continue to create new value for the success of omnichannel strategies by designing and executing overall systems for supporting the shift to omnichannel by companies, and building highly convenient purchasing systems.