Digitalization of Customer Touchpoints and Business Processes

「The company is using accumulated customer data to develop products tailored to customer needs and improve the efficiency of sales activities.」

「(b) Promote working from home, use of web conferences and the digitalization of business processes.」

「The system replacement carried out in the previous fiscal year improved the efficiency of store operations, and the company worked to reduce costs.」

「For general consumers, the company uses LINE to regularly distribute proposals for easy ways to use its original commercial food ingredients, known as “Satosho Recipes,” and promotes snack products developed in collaboration with manufacturers, such as “Norio and Natsuko,” on social media to encourage store visits. It also continues to improve purchasing convenience for small and midsize food-service businesses through information distribution and to increase repeat visits and average spending per customer among general consumers through regular communications.」

「During the fiscal year under review, with a view to living with and moving beyond COVID-19, the company continued and expanded digital marketing using its new LINE membership program. It sought to address diverse customer needs and increase customer acquisition by distributing initiatives such as “Tohoku’s Delicious Foods,” which promotes local producers and processors, and “Easy Ways to Use Food-Service Ingredients,” developed in partnership with Junko Suda (須田順子), a veteran homemaker and the fifth Recipe Queen, for the popular “Recipe Queen” segment of the information program “Hirunandesu.”」

「Under the new membership program using LINE, the company provided small and medium-sized restaurants with useful purchasing information and general consumers with special offers on a regular basis, seeking to increase the number of repeat customers and average spending per customer.」

「Under the new membership program using LINE introduced last autumn, registered membership has increased steadily. The company has sought to improve purchasing convenience for small and medium-sized restaurants and event operators through information distribution, and to increase the number of repeat customers and average spending per customer among general consumers through regular communications.」

「In November 2020, the company launched a new membership program using LINE for restaurants and individual customers. It sought to acquire individual customers by improving purchasing convenience through the distribution of special offers and distributing the “Tohoku’s Best!” project, which connected individual customers with local producers and processors facing difficulties due to the impact of COVID-19.」

「Under the 2020 management policy slogan, “Let us overcome difficult circumstances by working together,” the entire company implemented measures to prevent COVID-19 infections and focused on digitizing business processes and BCP measures in preparation for crisis management and business continuity.」

「Against this operating environment, the Group adopted “Let us overcome this difficult situation by standing united” as its management slogan for fiscal 2020. Acting as one company, it implemented COVID-19 prevention measures, prepared for crisis management and business continuity, promoted the digitalization of business processes, and focused on support such as providing business partners with information on applications for subsidies and benefits to help them maintain business continuity.」

「The company will research and enhance digital content to offset the decline in face-to-face customer interactions caused by COVID-19.」