Customer acquisition through digital marketing and in-person promotions
First written in FY2016. 9 of 21 entries say "Advanced", first in FY2020-Q1. Latest entry: 2026-11-12.
Oisix moved to the "Worse" side of this theme in 2026, 1 year after the typical company in this theme (2025).
8 other companies' latest entry also says "Reframed".
- FY2024-Q2Cited as achievedAnnual report
「Revenue increased year on year as membership increased, partly due to the impact of the large-scale promotion conducted in the fiscal year ended March 2023, despite ARPU declining from the previous year, when it rose due to the impact of COVID-19.」
The large-scale promotion conducted in the previous fiscal year is cited as having contributed to increases in Oisix membership and revenue. - FY2023AdvancedAnnual report
「As a result of large-scale new-member acquisition promotions, including efforts using new acquisition methods, during the fourth quarter of the current consolidated fiscal year, membership increased from 346,083 at the end of the previous consolidated fiscal year (March 2022) to 401,643 at the end of the current consolidated fiscal year (March 2023).」
The company expanded its approach from efficiency-focused new-customer acquisition to large-scale promotions, including new acquisition methods, by fiscal year-end, leading to an increase in Oisix membership. It also noted the side effect of an unusual increase in early cancellations. - FY2023-Q3AdvancedAnnual report
「During the third quarter of the current consolidated fiscal year, the company implemented brand-awareness initiatives to maximize member acquisition in spring while steadily maintaining net additions. Membership increased by approximately 15,000 from 346,083 at the end of the previous consolidated fiscal year (March 2022) to 361,135 at the end of the third quarter of the current consolidated fiscal year (December 2022).」
In addition to its existing efficiency-focused new-customer acquisition, the company implemented brand-awareness initiatives to maximize member acquisition in spring, increasing Oisix regular-delivery membership by approximately 15,000. - FY2023-Q2RestatedAnnual report
「Spending on new-customer acquisition continued with efficiency closely monitored, and membership increased by approximately 10,000 from 346,083 at the end of the previous consolidated fiscal year (March 2022) to 355,962 at the end of the second quarter of the current consolidated fiscal year (September 2022).」
Oisix continued its policy of investing in new-customer acquisition while prioritizing efficiency, and membership increased by approximately 10,000. - FY2023-Q1Efficiency-focused new-customer acquisition after restrictions on activities were easedAnnual report
「Membership increased by approximately 4,500 from 346,083 at the end of the previous consolidated fiscal year (March 2022) to 350,650 at the end of the first quarter of the current consolidated fiscal year (June 2022). The cancellation rate among existing members was returning to pre-pandemic levels as restrictions on activities were eased, while spending on new-customer acquisition continued with efficiency closely monitored.」
Oisix indicated a policy of investing in new-customer acquisition while closely monitoring efficiency, rather than expanding acquisition without limits, and membership increased by approximately 4,500. - FY2022-Q2AdvancedAnnual report
「New-customer acquisition promotions continued to progress well during the six months ended September 2021, and membership increased significantly from 308,899 at the end of the previous consolidated fiscal year (March 2021) to 347,772 at the end of the second quarter of the current consolidated fiscal year (September 2021).」
The company explains that continued new-customer acquisition promotions increased Oisix regular-delivery membership from 308,899 to 347,772. - FY2022-Q1AdvancedAnnual report
「Membership continued to grow steadily as the new-customer acquisition promotion launched in the fourth quarter continued to progress well. Membership increased significantly from 308,899 at the end of the previous consolidated fiscal year (March 2021) to 333,850 at the end of the first quarter of the current consolidated fiscal year (June 2021).」
The company explains that new-customer acquisition promotions continuing from the end of the previous consolidated fiscal year progressed well and led to an increase in Oisix membership. - FY2021AdvancedAnnual report
「As a result of large-scale new-member acquisition promotions, including television commercials, conducted during the fourth quarter of the current consolidated fiscal year, membership increased significantly from 239,837 at the end of the previous consolidated fiscal year (March 2020) to 308,889 at the end of the current consolidated fiscal year (March 2021).」
The company resumed large-scale promotions, including television commercials, in the fourth quarter to drive Oisix membership growth after new-customer acquisition had been temporarily suspended due to logistics constraints. - FY2021-Q2AdvancedAnnual report
「The shipping-capacity constraints at the logistics center that arose during the first quarter of the current consolidated fiscal year were almost resolved. As a result of resuming unrestricted new-member acquisition partway through the second quarter, membership increased from 239,837 at the end of the previous consolidated fiscal year (March 2020) to 274,929 at the end of the second quarter of the current consolidated fiscal year (September 2020).」
The issues that had led Oisix to suspend or restrict new-member acquisition due to constrained shipping capacity at the logistics center were almost resolved, and unrestricted acquisition resumed partway through the second quarter. - FY2021-Q1Shift in brand-specific new-customer acquisition policies in response to the surge in demandAnnual report
「The surge in demand for home delivery accompanying the spread of COVID-19 strained shipping capacity. Accordingly, the company temporarily suspended new-customer acquisition while prioritizing existing customers, but gradually resumed acquisition from the end of April. As a result, membership increased from 244,740 at the end of the previous consolidated fiscal year (March 2020) to 252,303 at the end of the first quarter of the current consolidated fiscal year (June 2020). While Oisix suspended new-customer acquisition, it also prioritized providing service information to customers, resulting in steady progress in acquiring new members」
Oisix temporarily suspended new-customer acquisition due to constrained shipping capacity and gradually resumed it from the end of April. Meanwhile, service information was provided preferentially to customers of 大地を守る会 and らでぃっしゅぼーや. - FY2020-Q3AdvancedAnnual report
「As a result of the autumn customer-acquisition campaign and initiatives to reduce the cancellation rate, membership in the Oisix regular-delivery service, particularly the “Kit Oisix” meal-kit course, increased significantly. Membership rose from 205,976 at the end of the previous consolidated fiscal year (March 2019) to 236,836 at the end of the third quarter of the current consolidated fiscal year (December 2019), contributing to higher revenue.」
The company explains that, in addition to its existing promotional initiatives, it conducted an autumn customer-acquisition campaign and initiatives to reduce the cancellation rate, contributing to increases in Oisix regular-delivery membership and revenue. - FY2020-Q2AdvancedAnnual report
「Brand awareness expanded as transit advertising expressing mothers’ struggles with housework during the summer holidays through an animated character spread across social media. Together with the impact of television publicity in August, this led to a significant increase in membership in the Oisix regular-delivery service, particularly the “Kit Oisix” meal-kit course. Membership rose from 205,976 at the end of the previous consolidated fiscal year (March 2019) to 230,556 at the end of the second quarter of the current consolidated fiscal year (September 2019), contributing to higher revenue.」
The company explains that, in addition to its existing television commercials and television publicity, it used transit advertising featuring an animated character and social-media sharing, expanding brand awareness and increasing Oisix regular-delivery membership. - FY2020-Q1AdvancedAnnual report
「As a result of large-scale promotional initiatives, including television commercials launched in March this year, and television publicity, membership in the Oisix regular-delivery service, particularly the “Kit Oisix” meal-kit course, increased significantly」
The company explains that, in addition to its existing digital initiatives and in-person promotions, it implemented large-scale customer-acquisition initiatives using television commercials and television publicity from March 2019, leading to an increase in Oisix membership. - FY2018RestatedAnnual report
「The company will further enhance the value of its safe and reliable products while actively promoting products and services that combine convenience and ease of use, as well as services that customers across a broader range of age groups and lifestyles can use continuously, with the aim of further expanding its customer base.」
The company continues to pursue customer-base expansion through sales promotion focused on product value, ease of use and convenience, and a broad range of customer segments. - FY2017-Q3RestatedAnnual report
「The company continued to focus on customer acquisition for its core regular-delivery service “おいしっくすくらぶ” by strengthening sales promotion through social media such as Facebook and LINE and in-person solicitation through events and other channels.」
Customer acquisition for the regular-delivery service through social-media promotion and in-person solicitation at events and other venues continues. - FY2017-Q2RestatedAnnual report
「Specifically, the company continued to focus on customer acquisition for its core regular-delivery service “おいしっくすくらぶ” by strengthening customer acquisition through social media such as Facebook and LINE, improving customer conversion through web pages tailored to customers’ preferences and attributes, and intensifying in-person solicitation through events and other channels.」
Customer-acquisition initiatives for the regular-delivery service using social media, attribute-specific web pages and in-person solicitation continue. - FY2017-Q1RestatedAnnual report
「Specifically, the company continued to focus on customer acquisition for its core regular-delivery service “おいしっくすくらぶ” by strengthening SEO (Search Engine Optimization) and SEM (Search Engine Marketing), acquiring customers through social media such as Facebook, improving conversion rates by creating web pages tailored to customers’ preferences and attributes, and intensifying in-person solicitation through events and other channels.」
Customer-acquisition initiatives for the regular-delivery service using SEO, SEM, social media, attribute-specific web pages and in-person solicitation continue. - FY2016First statedAnnual report
「The company will strengthen SEO (Search Engine Optimization) and SEM (Search Engine Marketing), acquire customers using social media such as Facebook, improve conversion rates by creating web pages tailored to customers’ preferences and attributes, and intensify in-person solicitation through events and other channels.」
Partnerships with large external websites and proactive sales promotion are also cited as means of acquiring new customers.