Front-loading customer acquisition costs to drive sales growth in the second half
First written in FY2024-Q2. 4 of 11 entries say "Advanced", first in FY2024-Q3. Latest entry: 2026-08-12.
44 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「The company has resumed advertising investment to acquire new customers from the current fiscal year, and the number of customers has begun to recover. In addition, despite resuming advertising investment, the company achieved a return to profitability by pursuing initiatives that took profitability into account.」
In the Kotose business, the company resumed advertising investment for new customer acquisition. While the number of customers began to recover, the segment turned from a ¥39 million loss to a ¥3 million profit by taking profitability into account. - 2026-05-15RestatedFinancial results presentation
「From the current fiscal year, the fiscal year ending March 2026, we will resume customer-acquisition investment while emphasizing profitability and aim to restore revenue.」
The policy of resuming customer-acquisition investment in the Kotose business with an emphasis on profitability was reaffirmed. - FY2026-H1AdvancedAnnual report
「During the current interim consolidated accounting period, sales declined year on year because the company had reduced advertising investment for new customer acquisition in the second half of the previous fiscal year to improve profitability after many sales opportunities were lost when products sold out, temporarily reducing the number of catalog recipients. However, the company has resumed advertising investment to acquire new customers from the current fiscal year, and the number of customers has begun to recover. Although advertising investment was resumed, the company achieved higher profit year on year, with the loss narrowing, by taking profitability into account.」
In the Kotose business, the company resumed advertising investment for new customer acquisition from the current fiscal year after reducing it in the second half of the previous fiscal year. While the number of customers began to recover, the loss narrowed as profitability was taken into account. - FY2025-H1RestatedAnnual report
「During the current interim consolidated accounting period, the company increased its attractive original products, primarily apparel, and made aggressive investments in newspaper advertising, resulting in steady new customer acquisition. However, segment profit declined substantially because many sales opportunities were lost when products sold out.」
The company continued to acquire new customers by expanding original products and investing in newspaper advertising. Although customer acquisition progressed, lost sales due to products selling out constrained profit. - FY2024RestatedAnnual report
「During the consolidated fiscal year, the company increased its attractive original products, primarily apparel, and made aggressive investments in newspaper advertising. As a result, new customer acquisition progressed steadily and sales increased substantially. However, higher costs from aggressive advertising investment aimed at increasing the number of customers and sales caused segment profit to decline year on year.」
For the full year, the company confirmed progress in acquiring new customers through original products and advertising investment, as well as a decline in profit due to higher investment costs. - FY2024-Q3AdvancedAnnual report
「During the 3rd quarter of the consolidated cumulative accounting period, the company increased its attractive original products, primarily apparel, and made aggressive investments in newspaper advertising. As a result, new customer acquisition progressed steadily and sales increased substantially. However, higher costs from aggressive advertising investment aimed at increasing the number of customers and sales kept segment profit roughly in line with the same period of the previous year.」
Revenue from the nationwide mail-order business increased 11.8% year on year to ¥6,253 million, as progress in acquiring new customers through advertising investment and product expansion was reflected in sales, while investment costs also increased. - FY2024-Q2First statedAnnual report
「The company front-loaded promotional costs for acquiring new customers to drive sales growth from the second half onward, resulting in a year-on-year decline in segment profit.」
For the first time, the company explicitly stated that it would front-load promotional spending to acquire new customers with the aim of driving sales growth from the second half onward.