Shift in Advertising Strategy, etc. Toward Prioritizing Gross Margin

「As sales promotion initiatives, we held a large-scale customer appreciation sale commemorating the company’s 90th anniversary, publicized it through television advertising, and offered benefits including discounts of up to 50% OFF and points credited for QR-code payments, thereby working to strengthen customer attraction and sales promotion.」

「In our sales promotion initiatives, we continued to broadcast television commercials for “Spat Shoes,” developed from a lifestyle perspective around anticipated use cases, as well as commercials that actively highlighted prices and discounts. We also worked to increase sales and attract more customers through digital initiatives, campaigns offering points back through our proprietary app, and major promotional events such as Black Friday and New Year sales.」

「In sales promotion, we broadcast television commercials for “Spat Shoes” and “Fuwaraku” nationwide and worked to acquire new customers by raising product awareness through our website and social media.」

「We broadcast television commercials for “Spat Shoes” nationwide during the year-end and New Year period and worked to acquire new customers by raising product awareness through our website and social media.」

「In sales promotion, we strengthened promotional activities using television commercials and the web instead of newspaper inserts, and worked to develop new customer segments by promoting digital marketing, including campaigns offering additional points to proprietary app members to acquire members.」

「In sales promotion, we promoted digital marketing by strengthening promotional activities using television commercials and the web instead of newspaper inserts, and by seeking to acquire members through initiatives such as campaigns offering extra points to members of our proprietary app.」

「In sales promotions, we jointly conducted the “CEDAR CREST Gift Campaign” with CHIYODA CO.,LTD. to raise awareness of new products and expand sales. We also thoroughly tailored individual stores to local conditions, including regional temperature differences such as those between Hokkaido and Okinawa and differences in store location, to optimize product assortments and reduce lost sales opportunities.」

「Meanwhile, we restrained printed flyer advertising and advanced the efficiency of advertising and promotions.」

「Meanwhile, we restrained printed flyer advertising and advanced the digitization of advertising and promotions.」

「In sales promotions, we strengthened digital marketing by using social networking services (SNS) and dance videos to introduce product functionality and product lineups, actively distributed information and discounts to app and email-newsletter members, and increased the number of members to 7.41 million at the end of the cumulative first quarter, up 440,000 from the end of the previous fiscal year. Meanwhile, we restrained printed flyer advertising and worked to improve efficiency by reviewing the allocation of advertising and promotion expenses.」

「In sales promotions, we reduced flyer advertising while focusing on in-store promotions, promotions for mobile members, and social media promotions. The number of mobile members reached 3.95 million at the end of the cumulative third quarter.」

「In sales promotions, we reduced printed flyers while focusing on in-store promotions and promotions for mobile members, whose number reached 3.87 million at the end of August.」

「In sales promotions, we focused on improving the advertising and promotion expense ratio by significantly reducing flyers and TV commercials in line with the sharp decline in revenue caused by the spread of COVID-19. Although expenses increased as shopping bags were changed to environmentally friendly paper bags, selling expenses fell 34.3% year on year,」

「In the apparel business, shifting advertising strategy and other measures toward prioritizing the gross profit margin from the third quarter resulted in a gross profit margin of 48.5%, up 0.3 percentage points year on year.」