Enhancing Brand Awareness and Store Traffic through Communications and Advertising

「Although summer products struggled on external marketplaces, the strengthening of customer-attraction events and improvements to advertising measures proved effective.」

「We will work to improve convenience and strengthen customer attraction by enhancing promotional measures such as live commerce on social media.」

「As part of the transition to a single ID system at House of Rose directly operated stores, increased traffic from LINE members to the corporate website contributed to membership growth.」

「In the EC business, the Company strengthened measures to increase orders on its own website. Efforts to attract visitors through affiliate marketing and Vtuber and social media sales promotions led to a recovery in visitor numbers, higher order volumes, and membership growth.」

「In the EC business, the Company improved traffic-generation capabilities at its own EC site by using affiliate marketing and strengthening advertising measures. New orders and membership increased, and sales rose by slightly more than 5% year on year.」

「For external marketplaces, including the Amazon marketplace, the Company focused on accurately capturing the various events held by each marketplace. The November Black Friday event was particularly active, resulting in sales growth above plan.」

「At external marketplaces, including Amazon, the Company used events organized by each marketplace and worked to improve awareness and develop its business in line with each marketplace’s characteristics. As a result, sales, led by the Body Smoother product, increased approximately 7% year on year, while total EC sales increased 4% year on year.」

「In the EC business, the slowdown in growth of the EC industry as consumers returned to physical stores following the end of the COVID-19 pandemic was noted. At the Company’s own EC site, sales increased approximately 3% year on year as efforts to strengthen CRM, including promoting repeat purchases, began to show results. Sales through the Rakuten marketplace also increased, helped by event-based promotions and advertising. However, sales through ZOZO Cosmetics fell below the previous year’s level due to a decline from the prior year’s launch event, while sales through the Amazon marketplace, which had grown steadily, also declined slightly, mainly in the core Body Smoother product. Consequently, total EC sales increased approximately 1% year on year.」

「In sales promotion as well, the Company focused on measures supporting store traffic and skincare sales, as well as strengthening brand awareness through social media.」

「Sales at House of Rose directly operated stores had been recovering since summer, but store traffic on weekends and during holiday periods remained sluggish due to the easing of activity restrictions and the nationwide travel subsidy program. The winter sale, the largest event, began in late December, and its later start than the previous year had an impact, but the Company strengthened sales promotion measures to secure visitor numbers.」

「In the EC business, sales through the Rakuten marketplace and ZOZO Cosmetics, where listings began in the previous fiscal year, exceeded plan, while sales through the Amazon marketplace, which had also performed steadily, increased further.」

「The Company will further strengthen its communications capabilities, beginning with social media initiatives, and work to improve awareness of each brand.」

「At the Amazon marketplace and the Rakuten marketplace, where listings began in September, promotion of new series products under the popular Oh! Baby brand proved effective and contributed to higher sales.」

「To complement efforts to improve brand awareness and attract new customers, the Company plans to expand its social media activities, launch seasonal limited-edition products, and introduce products that will help support customers’ daily lives during the COVID-19 pandemic.」

「For the regular winter sale held every year from late December, the Company thoroughly implemented advance reservations and delivery services this year to avoid congestion during the sale. Although customer numbers declined, these measures helped secure sales and contributed to higher average selling prices.」

「In its online retail division, the Company revamped its website in October 2019, enhancing its content and visibility. The resulting relaunch campaign and various sales promotion measures, together with stronger communications, increased both purchasing customers and members. In particular, the proportion of first-time purchasers rose, and sales increased 18.9% from the previous fiscal year.」

「However, measures to counter the decline from the previous period, including the limited launch of three 200 g varieties of Oh!Baby Body Smoother and initiatives to attract repeat store visits, proved effective. The decline was relatively limited, with the number of new customers increasing.」

「Although sales of seasonal limited-edition products in the online retail business were sluggish due to the cool summer, the Company expanded online-only sales promotion measures and worked to improve its own website and strengthen initiatives for members. As a result, sales increased 22.2% year on year.」

「In its online retail business, the Company actively implemented measures to attract new customers through social media and sales promotion measures aimed at increasing existing customers at its own online store. As a result, sales increased 27.1% year on year, and visitor numbers also grew steadily.」

「Meanwhile, in sales promotion, the Company strengthened its communications through social media and worked to increase total customer numbers while focusing on the declining number of new customers. As a result, skincare products accounted for a higher proportion of sales. On an existing-store basis, both new and existing customer numbers exceeded those of the previous fiscal year, driven by specialty stores located in station buildings and fashion malls.」

「In addition, various sales promotion measures, including social media initiatives, contributed to acquiring new customers.」

「In sales promotion, the Company implemented various measures, including social media initiatives, to attract visitors to its stores.」

「The Company strengthened and expanded advertising and other sales promotion measures at its own online store, leading to higher sales of seasonal limited-edition products and more repeat purchases. Sales increased 25.1% year on year.」

「In its online retail business, the Company focused on strengthening effective advertising centered on its own online store, resulting in steady membership growth. Its proprietary sales promotion measures also proved effective, and sales increased 26.9% year on year.」

「In its online retail business, the Company implemented new advertising and other measures to reach new customer segments through social media and other channels at its own online store. Membership also increased steadily, and sales rose 25.1% year on year.」

「In its online retail business, advertising and organizational enhancements at its own online store proved effective, resulting in a 27.4% year-on-year increase in sales.」

「In its online retail division, efforts to strengthen communications centered on its own online store resulted in membership nearly doubling and an increase in new customers. Sales reached the initial plan.」

「For its popular body-care products, the Company also implemented various measures, including advertising aimed at increasing new customers.」

「The Company will implement effective sales promotion measures focused on increasing new customers, while strengthening its communications capabilities to further improve brand awareness and attract visitors to its stores.」