Failure of New Customer Development and Sales Promotion Initiatives
First written in FY2018. 11 of 20 entries say "Mitigated", first in FY2022. Latest entry: FY2026.
C'Bon Cosmetics moved to the "Worse" side of this theme in 2020.
1 other company's latest entry also says "Mitigated".
- FY2026MitigatedAnnual report
「These initiatives proved effective, and visits by new customers remained solid during the consolidated fiscal year, reaching 109.4% of the level in the same period of the previous year, following the previous consolidated fiscal year.」
Refreshing event exhibition booths, evaluating cost effectiveness and selecting target venues resulted in new customer visits reaching 109.4% of the level in the same period of the previous year, easing the risk of failure of new customer acquisition initiatives during the fiscal year, based on the disclosures. - FY2026-H1MitigatedAnnual report
「Visits by new customers reached 110.9% of the level in the same period of the previous year. In addition to more efficient customer acquisition activities and strengthened customer service training, campaigns for new customers and a certification program for staff with strong customer service performance for new customers also proved effective. As a result, the average purchase price per new customer rose to 104.6% and the contract rate for new customers to 103.9%, while sales to new customers increased substantially to 120.6% of the levels in the same period of the previous year.」
Events, web advertising, referral visits, campaigns, customer service training and the staff certification program resulted in visits, average purchase prices, contract rates and sales to new customers exceeding the levels in the same period of the previous year. The risk of failure of new customer acquisition initiatives eased during the period, based on the disclosures. - FY2025MitigatedAnnual report
「Sales to new customers increased substantially by 12.7% year on year. Although visits by new customers were virtually flat, up 0.3% year on year, the new contract rate from January to March increased 4.4% year on year, while the average purchase price per new customer increased 11.6% year on year.」
Customer acquisition activities, customer service training and initiatives to improve contract rates improved the contract rate, average purchase price and sales to new customers, easing the failure of new customer acquisition initiatives as described for the fiscal year. - FY2025-H1MitigatedAnnual report
「During the interim consolidated accounting period, visits by new customers reached 104.0% of the level in the same period of the previous year. In addition, campaigns offering larger quantities of enzyme facial cleanser to new customers resulted in the average purchase price per new customer reaching 113.1% and sales to new customers reaching 111.0% of the levels in the same period of the previous year.」
Customer-visit promotion campaigns, staff competitions and campaigns offering larger quantities of enzyme facial cleanser resulted in visits, average purchase prices and sales to new customers exceeding the levels in the same period of the previous year. - FY2024Event dependence quantified as new customer performance improvesAnnual report
「Approximately 70% of new visitors cited event promotions as their reason for visiting, and a decline in the ability of event promotions to attract customers could materially affect operating results and other factors.」
For the first time, the company quantified the proportion of new visitors citing events as their reason for visiting at approximately 70% and identified the impact of declining event-related customer acquisition as a risk. Meanwhile, visits by new customers during the fiscal year reached 104.3% of the level in the same period of the previous year. - FY2024-Q3MitigatedAnnual report
「We newly promoted initiatives involving collaboration with companies in other industries, including skin checks and hand massages for people waiting for health checkups at health screening centers and skincare seminars held in collaboration with yoga instructors. As a result, visits by new customers continued to trend upward, reaching 105.2% of the level in the same period of the previous year. As the average purchase price per new customer also trended upward, sales to new customers increased substantially, reaching 111.1% of the level in the same period of the previous year.」
New customer acquisition initiatives, including collaborations with companies in other industries, resulted in new visits and sales to new customers exceeding the levels in the same period of the previous year, indicating that the risk of failure had eased during the period. - FY2024-Q2MitigatedAnnual report
「The average purchase price per new customer increased, and sales to new customers rose to 112.0% of the level in the same period of the previous year.」
The average purchase price per new customer increased through the more active use of limited-time plans and event promotions, and sales to new customers reached 112.0% of the level in the same period of the previous year. - FY2024-Q1MaterialisedAnnual report
「This fiscal year, we continued to identify acquiring new customers as an important management priority and maintained our initiatives. However, visits by new customers were 98.8% of the prior-year level, and revenue from new customers remained slightly below expectations.」
The results indicated that new visits were below the level in the same period of the previous year and sales to new customers were also below expectations. - FY2023MitigatedAnnual report
「In addition to the new customer acquisition activities conducted previously, we strengthened web-based customer acquisition, including influencer marketing, and initiatives using products as customer touchpoints. As a result, sales to new customers increased substantially, reaching 127.0% of the level in the same period of the previous year.」
In addition to events, initiatives using the web, influencers and products as touchpoints were strengthened, and sales to new customers reached 127.0% of the level in the same period of the previous year. - FY2023-Q3MitigatedAnnual report
「At directly operated stores, our continued focus on developing new customer segments resulted in the number of new visiting customers reaching 119.1% of the level in the same period of the previous year, while sales to new customers reached 126.3%.」
For new customer acquisition initiatives, the number of new visiting customers reached 119.1% and sales to new customers reached 126.3% of the levels in the same period of the previous year, easing the previously apparent failure on the new customer side. - FY2023-Q2MitigatedAnnual report
「At directly operated stores, our continued focus on developing new customer segments resulted in new visits, new contracts and sales to new customers reaching 128.0%, 140.4% and 130.0%, respectively, of the levels in the same period of the previous year.」
New visits, new contracts and sales to new customers exceeded the levels in the same period of the previous year, demonstrating the results of new customer acquisition initiatives in numerical terms. - FY2023-Q1MitigatedAnnual report
「As a result of these activities, the number of new visits increased substantially to 128.0% of the level in the same period of the previous year, while the number of continuing existing customers was 96.9% of the prior-year level. Revenue from directly operated stores was ¥1,972,642 thousand, compared with ¥2,175,041 thousand in the same period of the previous year.」
Through online customer acquisition, social media, events and other initiatives, new visits reached 128.0% of the level in the same period of the previous year, easing the failure of new customer acquisition initiatives from the previous fiscal year. Meanwhile, the retention rate for existing customers was 96.9%. - FY2022MitigatedAnnual report
「As we focused on attracting customers through new acquisition channels, visits by new customers increased substantially, to 135.4% of the level in the same period of the previous year.」
After a period in which the failure of new customer acquisition initiatives continued, visits by new customers reached 135.4% of the level in the same period of the previous year through new customer acquisition channels including the web. Dependence on events remained a risk. - FY2021MaterialisedAnnual report
「The spread of COVID-19 had a significant impact on store operations, reducing visits by both new and existing customers through lower attendance at event promotions※1, customers refraining from visiting stores and concerns about facial care services.」
A decline in visits by both new and existing customers occurred throughout the fiscal year, and the risk of failure of sales promotion and new customer acquisition initiatives became apparent alongside the impact of the infectious disease. - FY2021-Q3MaterialisedAnnual report
「As a result, the number of new visitors declined 49.7% year on year, and sales to new customers totaled ¥239.434 million, down 49.2% year on year.」
The failure of new customer acquisition and sales promotion initiatives continued to become apparent, reflected in a 49.7% decline in new visitors and a 49.2% decline in sales to new customers. - FY2021-Q2MaterialisedAnnual report
「As a result, the number of new visitors declined 60.5% year on year, and sales to new customers totaled ¥127.611 million, down 60.7% year on year.」
Amid uncertainty over trends in large sponsored events, the substantial declines in new visitors and sales to new customers continued, and the failure of new customer acquisition initiatives became apparent again during the quarter. - FY2021-Q1MaterialisedAnnual report
「The number of new visitors declined 83.0% year on year, and sales to new customers totaled ¥29.491 million, down 81.2% year on year.」
The failure of new customer acquisition and sales promotion initiatives became apparent during the quarter in an 83.0% decline in new visitors and an 81.2% decline in sales to new customers. - FY2020MaterialisedAnnual report
「The number of new visitors declined 36.6% year on year, and sales to new customers totaled ¥621.438 million, down 54.1% year on year.」
The lack of improvement in declining customer-traffic generation and delays in plans to strengthen promotional activities became apparent in a 36.6% decline in visitors and a 54.1% decline in sales to new customers. - FY2020-Q3MaterialisedAnnual report
「The number of new visitors declined more than initially expected because of insufficient improvement in the declining customer-acquisition capability of new-customer activities, a key driver of growth, and delays in plans to strengthen various promotions.」
Regarding new customer acquisition and sales promotion initiatives, insufficient improvement in declining customer-traffic generation and delays in plans to strengthen promotional activities resulted in a greater-than-expected decline in the number of new visitors. - FY2018First statedAnnual report
「If these sales strategies fail to stimulate demand among prospective customers, they may affect our financial position, operating results and other factors.」
The risk that new customer acquisition through events, samples, flyers and web advertising, telephone solicitation, paid trial experiences and other initiatives may fail to stimulate customer demand was newly identified.