Relationship Marketing for Affluent Customers

「In the luxury customer business, we strengthened relationships with customers through product proposals centered on asset value and scarcity, events for department-store private-client customers, and referrals from financial institutions’ wealth-management divisions. As a result, sales increased 6.2% year on year.」

「In addition to strengthening customer care through high-quality after-sales service and customization, we will deepen collaboration with suppliers and secure products with high asset value and rarity, thereby enhancing trust among affluent customers and partner companies. We will also strengthen collaboration with department-store external sales and private banks, promote relationship-building through affluent-customer networks, and seek to achieve accelerated growth by expanding referral channels.」

「Our Group is advancing its group strategy for sustainable growth with a view to transforming from a “No. 1 SPA company in spiritual value” into a “community company that connects aspirations to the future.” To achieve this, it has adopted “Evolving our strengths” and “Rebuilding the business model” as its medium-term basic policies, and is working to enhance corporate value by transforming its business model around its community brand, with the following 7 priority initiatives as its pillars: “Strengthening talent capabilities,” “Strengthening product capabilities,” “Enhancing CRM,” “Advancing the DX strategy,” “Establishing the affluent-customer business,” “Advancing the Re-Jewelry Project,” and “Strengthening efforts to capture inbound demand and advancing the overseas strategy.”」

「The affluent-customer business is positioned as a future growth area. The company will leverage its strengths in relationship marketing and work to build long-term relationships of trust by providing personalized experiences and special events and services for each customer.」

「From the beginning of the year, store staffing was generally adequate. In addition, high-priced fashion jewelry performed steadily due to inbound demand and the expansion of its business targeting affluent customers, resulting in an increase of ¥315 million, or 4.9%, from the same quarter of the previous year.」

「As a major initiative, in response to the ongoing polarization of consumption, the company expanded its product lineup, particularly in the high-end segment, and strengthened its approach to new customer segments through promotional events and pop-up stores targeting affluent customers, as well as collaboration with department-store corporate sales divisions and private banks.」

「Amid the ongoing polarization of consumption, the company strengthened its approach to new customer segments, particularly affluent customers, and pursued initiatives aimed at further enhancing brand value. As part of these efforts, it opened a limited-time shop at Isetan Shinjuku Main Store on 6 October 2023 in collaboration with Shinsuke Kawahara (河原シンスケ), a leading Japanese artist who has worked with numerous high-end brands, including Hermès and Louis Vuitton. The shop was titled “Petit Usagi Shinsuke Kawahara for Festaria.”」

「As part of these efforts, the company acquired the exclusive domestic sales rights for commemorative coins marking the closure of the Argyle mine, issued by the Royal Canadian Mint in a limited worldwide mintage, marking progress in putting the growth business on a firm footing.」

「The company was appointed the exclusive domestic sales agent in Japan and acquired the sales rights for 2 of the types, totaling 24 coins. It plans to conduct a limited sale at a commemorative event on 21 July 2022. The company views this as recognition worldwide of its achievements as a jeweler and considers it an accomplishment that will contribute to the growth of its affluent-customer business, a key area for future expansion.」

「In addition, in light of changes in affluent customers’ attitudes resulting from the COVID-19 pandemic, we will pursue an affluent-customer business that leverages our strengths in relationship marketing. Having already entered into partnerships with external institutions that provide wealth management services and achieved high-value sales to affluent customers, we plan to expand our partner companies and develop referral channels for affluent customers to put the business on a firm growth trajectory.」