Company-wide CRM and loyalty initiatives leveraging a membership base of approximately 200,000
First written in FY2021. 5 of 6 entries say "Advanced", first in FY2022-Q1. Latest entry: FY2023.
The whole theme swung hardest in 2021: 2 of 16 companies on the "Worse" side.
21 other companies' latest entry also says "Advanced".
- FY2023AdvancedAnnual report
「As a company-wide policy, we will build CRM that crosses business boundaries and promotes repeat visits, while strengthening branding, IR and PR to raise expectations among customers and the market and maximize synergies between businesses.」
CRM development, branding, and stronger IR and PR were organized as company-wide policies, moving to the stage of pursuing cross-referrals between businesses and maximizing synergies. - FY2022AdvancedAnnual report
「We will build a one-of-a-kind business model in which the restaurant, bridal and hotel businesses work together to create lifetime customers by maximizing the value of important times in customers' lives, from Table Time Value to Stay Time Value and then Life Time Value.」
The direction of the membership base and CRM initiatives was incorporated into the new medium-term management plan as a business model for creating lifetime customers through coordination among the restaurant, bridal and hotel businesses. - FY2022-Q3AdvancedAnnual report
「The Company also introduced new proposals leveraging synergies with Taiheiyo Club under the share subscription agreement and business alliance agreement signed with 株式会社マルハン太平洋クラブインベストメント and 株式会社太平洋クラブ on 16 July 2021. Usage benefits for both the Company's customers and Taiheiyo Club members, as well as lodging plans including golf, performed well.」
In addition to reciprocal usage benefits for the two companies' customers, the Company introduced lodging plans including golf, developing customer-base synergies with Taiheiyo Club into concrete product proposals. - FY2022-Q2AdvancedAnnual report
「Following the execution of this capital and business alliance, new synergies between the two companies' customers have begun to emerge, including the provision of usage benefits to both the Company's customers and Taiheiyo Club members.」
As part of the direction for company-wide CRM and use of the customer base, reciprocal usage benefits began to be offered to Hiramatsu customers and Taiheiyo Club members. - FY2022-Q1AdvancedAnnual report
「Development of customer management and other systems using digital transformation (DX), and improvement of operating efficiency」
The new capital and business alliance explicitly included a customer management system using DX and operating-efficiency improvements. It also presented a plan to allocate ¥400 million from funds raised through a third-party allotment to renew the customer management system and other systems aimed at improving operating efficiency from August 2021 through March 2024. - FY2021First statedAnnual report
「We will make maximum use of our strength, a membership base of approximately 200,000, to promote cross-business CRM. We will develop a loyalty program offering attractive benefits based on customers' frequency and spending, and provide members with an exceptional sense of exclusivity through attentive responses to individual needs from the provisionally named Hiramatsu Concierge.」
For the first time, company-wide CRM initiatives leveraging the approximately 200,000-member base were presented as an independent theme, including a loyalty program, personalized proposals, reactivation of dormant members, conversion to repeat customers, and cross-referrals between businesses.