Acquiring New Customers and Encouraging Repeat Visits by Existing Customers

「In addition, expanding touchpoints with consumers through influencers, email newsletters, LINE and other channels contributed to higher purchase intent, and sales increased 12.5% from the previous fiscal year, remaining strong.」

「In addition, expanding touchpoints with consumers through influencers, email newsletters, LINE and other channels contributed to higher purchase intent, and sales increased 12.5% year on year, remaining strong.」

「During the interim consolidated accounting period, repeat purchases increased as a result of measures to improve customer satisfaction, including a net increase in sales staff and their development, and expansion of the membership program through the establishment of the Diamond VIP membership program.」

「In May 2023, we worked to improve customer satisfaction by holding the customer-participation contest MCSA2023 (Marco Cinderella Story Award 2023) and expanding services for long-standing customers. In addition, new television commercials featuring MCSA2023 winners and strengthened web promotions led to steady growth in new-customer acquisition, further strengthening our customer base.」

「Against this backdrop, ahead of the 20 January 2024 launch of Liberdigne, a new product and successor series to the core Bel Age Avance Sakura product, its first successor in 11 years, we made upfront investments to expand our customer base, including by broadcasting new television commercials and implementing web promotions to acquire new customers.」

「During the six months ended 30 September, we strengthened diverse media promotions, including by actively promoting web campaigns, resulting in strong new-customer acquisition. In addition, the number of store employees increased steadily, and we worked to strengthen our customer base and sales structure for the future, including by improving customer service capabilities.」

「In response to increased customer activity, we actively invested in acquiring new customers, including by strengthening web promotions and holding the in-house contest event Marco Cinderella Story Award 2023. We also made upfront investments in reviewing employee compensation and hiring to strengthen our sales structure, which resulted in a steady increase in the number of store employees.」

「In addition to strong new-customer acquisition through television commercials and web promotions, we promoted initiatives to attract customers to stores, including the limited-time Body Make Challenge, which offered discounts according to changes in body shape and attracted more than 25,000 participants.」

「In terms of store expansion, we opened our first store in Fukui Prefecture and relocated or refurbished 9 stores, promoting the development of stores that satisfy customers. Customer acquisition through diverse media promotions, including television commercials and web promotions, also remained strong.」

「Meanwhile, following the lifting of the quasi-emergency measures to prevent the spread of disease in late March and the start of broadcasting new television commercials in April this year, we promoted initiatives aimed at recovery from the second quarter onward, including improving customer inquiries and reservation numbers through media promotions.」

「We plan to hold MCSA2023 in May 2023 and will work to continuously stimulate customers and strengthen promotions, including by holding regional competitions.」

「Sales followed a recovery trend, supported by the resilience of repeat customers and stable sales of beauty products.」

「In addition, we plan to select new customers as models at an in-house event scheduled for November 2021 and to roll out new promotions, including television commercials.」

「In the women's underwear and related business, we thoroughly implemented measures against COVID-19 at stores, carried out various sales initiatives and revamped our EC system. As a result of introducing a shared points program between the online shop and physical stores, we addressed customer needs and increased revenue from the same period of the previous year.」

「As a result of promoting a range of media promotions, including the resumption of television commercials and web advertising, the number of store visit reservations by new customers increased steadily. In addition, in the core shapewear-related business, sales also followed a recovery trend, as various purchase incentives and a zero installment-fee campaign, among other sales promotions tailored to customer needs, made a significant contribution.」

「In addition, the number of reservations by new customers visiting stores recovered rapidly following the resumption of television commercials and other media promotions in late May. In June alone, reservations by new customers substantially exceeded the previous year, increasing 69.4% year on year, while monthly sales also exceeded the previous year.」

「<Main Initiatives to Expand the Customer Base> ① Active promotional initiatives, including the launch of new television commercials in the first half, improved customer acquisition efficiency in the second half, with both new-customer and repeat purchases progressing steadily. ② Improved customer convenience through expansion of the store network, including 10 new stores and the relocation or refurbishment of 22 existing stores*. ③ Improved customer service capabilities through the proactive hiring of body stylists (285 hires) and thorough employee training. ④ Expanded beauty and health-related products, including beauty cosmetics and supplements, as well as products addressing customer needs, such as Hip Up Pants.」

「As a result of expanding new customers and repeat purchases through various media promotions, including the television commercials we had strengthened since the first half, same-store sales increased 18.9% year on year.」

「Meanwhile, in acquiring new customers, we strengthened media promotions, including television commercials broadcast mainly in urban areas such as Tokyo, Osaka and Nagoya. As a result, visits by customers coming through the media and customer referrals both increased, and the number of new store visitors rose 31.7% from the same period of the previous year.」

「To acquire new customers, we strengthened media promotions, including television commercials broadcast mainly in the Tokyo metropolitan area. As a result, the number of customers visiting stores through the media increased, as did visits resulting from customer referrals, and the number of new store visitors increased substantially by more than 5,000 from the same period of the previous year.」

「Meanwhile, as part of our media marketing strategy, which we have been strengthening to acquire new customers, we began test broadcasting television commercials in selected regions in late October 2017. Customer acquisition results from linking these commercials with infomercials (television commercials in program format that provide detailed information on product features), web advertising and other initiatives, which we had already been pursuing, are growing, and we are steadily developing this as a new customer acquisition model. We also implemented various initiatives to stimulate existing customers and acquire new customers, including expanding purchase incentives such as the newly introduced Comeback Benefit, the ECO Campaign (exchanging old underwear for discount vouchers), and Purchase Support using Marco Credit (in-house installment financing under which the customer and the Company directly enter into an installment sales agreement), which began in June 2017.」

「In the women's underwear and related businesses during the six months ended 30 September 2017, we implemented various initiatives to stimulate existing customers and acquire new customers, including a promotional campaign offering special discounts on the core Carille series and the ECO Campaign, under which old underwear was collected in exchange for discount vouchers. In addition, we introduced Marco Credit (in-house installment financing under which the customer and the Company directly enter into an installment sales agreement) in June 2017. As a result of holding events linked to these initiatives, we were able to increase usage opportunities for both existing and new customers. We are also developing new customer acquisition models, including infomercials (television commercials in program format that provide detailed information on product features) and web advertising. Inquiries from customers have steadily increased, leading to growth in store visit reservations and new contracts.」

「In June 2017, we introduced Marco Credit (in-house installment financing under which the customer and the Company directly enter into an installment sales agreement) as a new sales method designed to reduce the burden on customers when making purchases, and it was used by more customers, including those who had previously not completed a purchase. In addition, we simultaneously rolled out a promotional campaign for the core Carille series, including special discounts and gifts based on purchase amounts, which made a significant contribution to business growth.」

「In January 2017, we strengthened our promotional initiatives by implementing the Body Shaping Practical Campaign, which offered selected products at special prices so that more customers could experience body shaping. We also continued exhibiting booths at Tokyo Girls Collection and Kansai Collection.」

「Under these circumstances, our group worked to expand the new customer base and increase average customer spending by enhancing benefits for members who referred customers and for members who made purchases above a certain amount.」

「In addition, we worked to raise awareness, including by exhibiting at Tokyo Girls Collection and Kansai Collection in September.」

「To expand the new customer base, our group further enhanced benefits for members who referred customers and focused on acquiring new customers visiting stores. We also worked to increase average customer spending by enhancing benefits based on purchase amounts.」

「From July to September 2015, we held events to expand the new customer base, and from January to March 2016, we held campaigns.」