Acquiring New Customers and Strengthening CRM for Existing and Dormant Customers
First written in FY2020. 6 of 22 entries say "Advanced", first in FY2021-Q2. Latest entry: 2026-09-14.
Premier Anti-Aging moved to the "Worse" side of this theme in 2026.
1 other company's latest entry also says "Restated".
- FY2026-H1Declining new customer acquisition alongside trial initiativesAnnual report
「During the current six-month consolidated accounting period, we implemented promotions to improve subscription customer retention, a trial campaign to acquire new direct-to-consumer customers using a mini size of DUO cleansing balm, and a trial offer featuring a set of 3 skincare products. These initiatives produced some results, but were not sufficient to offset the decline in new customer acquisition, and sales continued to fall.」
CRM and new customer acquisition initiatives, including efforts to improve retention, mini-size products and 3-product sets, produced some results but were not sufficient to offset the decline in new customer acquisition. - FY2025LTV growth alongside declining new customer acquisitionAnnual report
「New product launches and promotions designed to improve subscription customer retention have produced some results and increased LTV, but they have not been sufficient to offset the decline in new customer acquisition, and sales continue to fall.」
While LTV among existing subscription customers has increased through new products and promotions, this has not been sufficient to offset the decline in new customers. - FY2025-H1Expanded CRM through a member community, with benefits yet to emergeAnnual report
「In addition to continuing the rigorous management of new customer acquisition efficiency initiated in the previous fiscal year, the direct-to-consumer business is working to expand member-community initiatives and other CRM measures to strengthen its customer structure. However, sales have continued to decline because the competitive environment for new customer acquisition has remained severe and it will take more time for CRM initiatives to revitalize existing customers.」
The company is expanding its member community in addition to managing new customer acquisition efficiency, but the benefits of revitalizing existing customers will take time to emerge, and sales continue to trend downward. - FY2024-Q3WorsenedAnnual report
「However, as severe competition in the all-in-one market continued and competition in advertising auctions intensified, new customer acquisition fell below plan, and sales were below the same-period result of the previous year.」
New customer acquisition fell below plan because of intensifying competition in advertising auctions, and headwinds continued to the expansion of the customer base, including efforts targeting existing customers. - FY2024-Q2New customer acquisition plan missed due to persistently high advertising costsAnnual report
「As severe competition in the all-in-one market continued and advertising costs remained high, new customer acquisition fell below plan, and sales were below the same-period result of the previous year.」
The company stated that new customer acquisition fell below plan because advertising costs remained high. - FY2024-Q1Deteriorating new customer acquisition conditions due to increased competitor advertisingAnnual report
「The CANADEL brand has strengthened its approach to new and existing customers after establishing a lineup capable of addressing their skin concerns and needs. However, sales fell below the same-period result of the previous year because the advertising environment deteriorated as competitors increased their advertising for skincare products.」
CANADEL strengthened its approach to new and existing customers, but the advertising environment deteriorated as competitors increased skincare advertising, causing sales to fall below the same period of the previous year. - FY2023ReframedAnnual report
「As competition for digital advertising customers intensifies, we will actively invest in encouraging subscription members to continue using our services, strengthen cross-selling between brands to maximize the value of our customer base, and reform the balance between new and existing customer revenue streams.」
The company shifted its focus from an emphasis on new customer acquisition to achieving a better balance with continued use by subscription members and maximizing the value of existing members. - FY2023-Q3AdvancedAnnual report
「Recently, we have been strengthening new customer acquisition because LTV has been trending upward as a result of aggressive cross-selling initiatives.」
At Clayence, LTV has been trending upward as a result of cross-selling initiatives, and the company is strengthening new customer acquisition accordingly. - FY2023-Q2Decline in new customer acquisitionAnnual report
「In addition to the DUO The Cleansing Balm Black Repair boom reaching maturity, continued intensification of competition in the cleansing market and balm product segment, together with advertising investment focused on efficiency, reduced new customer acquisition. As a result, sales declined in both the direct-to-consumer and wholesale businesses.」
While advertising investment focused on efficiency reduced new customer acquisition, the company also rolled out initiatives to strengthen its approach to existing customers. - FY2023-Q1AdvancedAnnual report
「While new customer acquisition was restrained by the impact of advertising regulations in the first quarter of the previous fiscal year, we are investing aggressively this fiscal year and achieving a high level of new customer acquisition.」
New customer acquisition, which had been restrained by advertising regulations in the same period of the previous year, reached a high level this fiscal year through aggressive investment. - FY2022AdvancedAnnual report
「As of the end of July 2022, the total number of customer accounts with a history of at least one one-time or subscription purchase through our direct-to-consumer business had increased to approximately 3.5 million. We also aim to reactivate dormant customers through regular email newsletters and similar initiatives.」
The number of direct-to-consumer customer accounts increased from nearly 3 million at the end of July 2021 to approximately 3.5 million at the end of July 2022, and initiatives to reactivate dormant customers are continuing. - FY2022-Q3AdvancedAnnual report
「In April, approximately 120,000 new subscription customers were acquired across all brands through direct-to-consumer channels, and acquisition remained at a high level. A notable change from the past is that acquisition has shifted from being centered on DUO to being distributed across multiple brands, steadily strengthening business stability.」
Approximately 120,000 new subscription customers were acquired across all brands in April, with acquisition becoming more diversified across multiple brands rather than centered on DUO. - FY2022-Q2MitigatedAnnual report
「Sales for the DUO brand through direct-to-consumer channels continued to grow, while the impact of advertising regulations that had constrained new customer acquisition in the first quarter has gradually subsided. In the second quarter, however, profitability temporarily declined because advertising rates were increased to acquire customers who had not been acquired in the previous quarter.」
While restrictions on new customer acquisition resulting from advertising regulations gradually eased, advertising rates were increased to recover missed acquisitions, temporarily reducing profitability. - FY2022-Q1WorsenedAnnual report
「To respond to changes in the guidelines of relevant authorities following the amended Pharmaceuticals and Medical Devices Act, which took effect in August 2021, and the amended Specified Commercial Transactions Act, which was introduced in stages from July 2021 through 2024, we revised our internal regulations and reviewed our advertising language. This restricted communication with prospective customers and consequently reduced advertising investment required for new customer acquisition.」
The review of advertising language in response to laws, regulations and guidelines constrained communication with prospective customers and advertising investment for new customer acquisition. - FY2021AdvancedAnnual report
「As of the end of July 2021, the total number of customer accounts with a history of at least one one-time or subscription purchase through our direct-to-consumer business had increased to nearly 3 million. We also aim to reactivate dormant customers through regular email newsletters and similar initiatives.」
The customer base expanded to nearly 3 million accounts as of the end of July 2021, and the company continues initiatives to reactivate dormant customers through email newsletters. - FY2021-Q2AdvancedAnnual report
「The CANADEL brand saw strong new customer acquisition and steady direct-to-consumer sales. Combined with the effect of TV commercials featuring actress Ryoko Yonekura, which began in September 2020, this drove monthly sales above ¥400 million for the first time in December 2020.」
The company reported strong new customer acquisition for CANADEL and progress in customer acquisition through a combination of TV commercials and other initiatives. - FY2020First statedAnnual report
「For existing and dormant customers, we are increasing opportunities to propose a second core product by strengthening CRM initiatives, including regular email communications and delivery of the member newsletter "the Beauty."」
For new customers, the company uses half-price introductory subscription offers and web, magazine and TV advertising, while for existing and dormant customers it uses email and member newsletters.