Distribution Economics Research Institute and CCC Marketing launch "MOBILE Project" to capture customer journeys from shopping lists and consider the future of digital sales promotion

2021.06.07 Press Releases
CCC Marketing Co., Ltd.

The Distribution Economics Institute (Head Office: Chiyoda-ku, Tokyo; Chairman: Shigehiro Aoyama; hereinafter "Distribution Economics Institute") and CCC Marketing Inc. (Head Office: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura; hereinafter "CCC Marketing") are pleased to announce that they have jointly launched the "MOBILE Project*" with The Maruetsu, Inc. (Head Office: Toshima-ku, Tokyo; President and CEO: Ryota Furuse; hereinafter "Maruetsu"), a research project to clarify the customer journey leading up to a purchase and to consider comprehensive methods for utilizing digital and mobile sales promotions in response to that journey.

The spread of COVID-19 since spring 2020 has led to major changes in the behavior of shoppers visiting physical stores. In order for the distribution industry to respond to this, it is necessary to understand customer behavior and insights not only in stores, but also from the information gathering and shopping planning stages before visiting the store.

The MOBILE project will conduct shopping surveys of consumer monitors and link them to purchase history data for analysis*1 to clarify the factors behind their behavior and report findings for effectively utilizing mobile as a customer touchpoint.

*The name of the MOBILE project is an acronym for Marketing Organization for Buyers' Insight and List Enhancement.

Project Overview

The MOBILE project will recruit survey monitors from T members and conduct a survey on shopping. Monitors are asked to complete a questionnaire about their shopping awareness and habits, and are also asked to submit a list of items they purchase when shopping (shopping notes) to understand their purchasing plans before visiting the store.

The actual purchasing behavior of the monitors at the stores was measured using purchase history data from purchases made at Maruetsu stores by presenting a T-Card. By linking shopping list data with purchase history data, we can analyze how customers' shopping plans and attitudes before visiting the store affect their actual purchases in the store.
In the latter half of the project, we will also conduct experiments such as distributing digital coupons to monitors and consider new sales promotion methods that reflect the above findings.

Changes in purchasing behavior under COVID-19

It is said that about 80% of the items that are put into a basket and purchased at the supermarket at one time are items that customers had not planned to buy before coming to the store. For this reason, it has been considered important to promote products to customers after they arrive at the store.

However, due to COVID-19, people have started to refrain from going out, and some people have started to go shopping less frequently. As a result, the number of items purchased at one time is also on the rise, making it increasingly important to have a shopping list so that you don't forget to buy these items when making small purchases. In a survey of shoppers, the number of people who responded that they "make shopping notes" is on the rise, reaching 35% as of April 2021.

In this situation, it is becoming increasingly important to be able to promote products before customers visit the store and encourage planned purchases.
The main theme of the MOBILE project is to accurately grasp purchasing behavior during and after the COVID-19 pandemic and consider future digital initiatives.

This project is open to food and daily necessities manufacturers. We are currently recruiting participating companies for this year, so if you are interested, please contact us via the website below.

*1 In this project, we will obtain prior consent from participating survey monitors and conduct marketing analysis etc. without identifying individuals.

Materials related to this matter
Distribution Economics Research Institute and CCC Marketing launch "MOBILE Project" to capture customer journeys from shopping lists and consider the future of digital sales promotion

Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464