NEWS

The Omnichannel Innovation Center (*1) established by OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”) and ConnectOM, Inc. (Head Office: Chiyoda Ward, Tokyo; President: Shosuke Kumeda; hereinafter “ConnectOM”) intends to strengthen its collaboration with Cinarra Systems Japan K.K. (Head Office: Minato Ward, Tokyo; Director and CEO: Masato Hosotani; hereinafter “Cinarra”) to accelerate digital shift support for businesses with physical stores.

As digital environments have evolved in recent years, 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 collaboration with Cinarra (*2) will improve the accuracy of store visit measurements through the “toSTORE” (*3) dynamic advertisement distribution service provided by ConnectOM, which utilizes location information. It will also increase the performance of data analysis that utilizes this location information. The advertisement ROI is visualized based on the KPI of store visits, which supports the digital shift of bricks-and-mortar businesses.

＜Accuracy of Store Visit Measurements＞

Previously, GPS has been the main method for obtaining the location information used for store visit measurements. However, Wi-Fi networks at stores can now be used to obtain more accurate location information, which enables store visits to be measured for each individual floor within a store or building.

＜Multifaceted Consumer Data Analysis＞

Data for diverse advertising distribution segments such as stores, time periods, visit frequency and promotional content can be cross-referenced to enable consumer behavior analysis that results in more store visits.

(Examples of Data Analysis)

・Store visit lead time analysis: Number of days from the advertisement contact to the store visit

・Store visit frequency analysis: Number of contacts with the advertisement before the store visit

・Analysis of users who contacted the advertisement and visited other stores near the advertised store: Stores visited by users who contacted the advertisement

・Analysis of users who contacted and did not contact the advertisement: Effect of advertisement contact on store visits

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.