Shift in advertising strategy toward prioritizing gross profit margin
First written in FY2017-Q3. 5 of 10 entries say "Advanced", first in FY2017. Latest entry: FY2023-Q2.
Gyet moved to the "Worse" side of this theme in 2019, 4 years before the typical company in this theme (2023).
The whole theme swung hardest in 2019: 2 of 20 companies on the "Worse" side.
11 other companies' latest entry also says "Advanced".
- FY2023-Q2AdvancedAnnual report
「In sales promotion, the company jointly held the “CEDAR CREST Gift Campaign” with CHIYODA CO.,LTD. to increase awareness of new products and expand sales.」
In addition to reviewing promotional media and using digital channels, the company held a joint CEDAR CREST campaign with its parent company, CHIYODA CO.,LTD. - FY2023-Q1AdvancedAnnual report
「In sales promotion, in addition to preferential sales for mobile and LINE members and campaigns using social media, the company actively conducted joint promotions for the highly complementary apparel and footwear categories across all stores, including the stores of 株式会社チヨダ and the company’s online store. It sought to drive reciprocal customer traffic through group synergies and restore customer traffic.」
The review of promotional media and use of digital channels was made concrete through joint promotions for apparel and footwear and reciprocal customer referrals between all CHIYODA stores and online stores. - FY2022AdvancedAnnual report
「The company will pursue ambitious promotional activities, including joint promotions designed to generate synergies by directing customers between all stores in the CHIYODA group and its EC sites.」
The review of promotional media was expanded to include joint promotions, including reciprocal customer referrals between all group stores and EC sites. - FY2022-Q2RestatedAnnual report
「In sales promotion, in addition to attracting customers to physical stores through traditional newspaper inserts, the company used digital advertising placed in media selected for its fit with the target and user demographics. It conducted promotional activities to increase customer traffic at both physical stores and the online store and worked to restore sales.」
The company continues to review promotional media by using targeted digital advertising to attract customers to both stores and the online store. - FY2022-Q1AdvancedAnnual report
「In sales promotion, in addition to attracting customers to physical stores through traditional newspaper inserts, the company used digital advertising placed in media selected for its fit with the target and user demographics. It conducted promotional activities to increase customer traffic at both physical stores and the online store and worked to restore sales.」
The review of promotional media was made more concrete through the use of digital advertising focused on matching the product target with the user demographic, rather than merely reducing print media. - FY2021-Q1SoftenedAnnual report
「In terms of expenses, selling expenses were below the previous year, mainly because the company reduced sales promotion expenses after refraining from using flyers to attract store visits in an effort to prevent the spread of COVID-19, in addition to the decline in the number of stores. Selling, general and administrative expenses declined 24.6% year on year.」
As part of its review and reorganization of promotional media, the company refrained from using flyers to encourage store visits in order to help prevent the spread of infectious disease. - FY2020ReframedAnnual report
「Along with concentrating product promotions as the product range is narrowed, the company will work on store rebranding by reviewing its promotional media and reorganizing its sales-promotion measures.」
The advertising strategy was reframed from prioritizing gross profit margin and reducing media to concentrating product promotions, reviewing promotional media and rebranding stores. - FY2019ReframedAnnual report
「The decline in customer traffic resulting from the use of newspaper advertising as the main promotional medium and the substantial reduction in newspaper inserts.」
The measure described as a shift in advertising strategy toward prioritizing gross profit margin changed into a measure centered on newspaper advertising and reducing inserted flyers, and its relationship with the decline in customer traffic was described. - FY2017AdvancedAnnual report
「In terms of profitability, the Company shifted its advertising strategy to prioritize the gross margin from the third quarter, resulting in a 2.6-percentage-point year-on-year increase in the gross margin.」
The shift toward prioritizing gross profit margin from the third quarter was reflected in the full-year results, improving the gross profit margin by 2.6 percentage points year on year. - FY2017-Q3First statedAnnual report
「In terms of profitability, the gross profit margin increased 1.2 percentage points year on year because the company shifted its advertising strategy and other measures toward prioritizing gross profit margin from the third quarter.」
The company stated that shifting its advertising strategy and other measures toward prioritizing gross profit margin from the third quarter led to a 1.2-percentage-point year-on-year improvement in gross profit margin.