Toppan Printing and CCC Marketing develop "GX Locker" for contactless brand encounters

2021.06.09 Press Releases
Toppan Printing Co., Ltd. / CCCMK Holdings Co., Ltd.

- Demonstration experiment begins in collaboration with T Card's "unique data" to support more effective marketing activities -

Toppan Printing Co., Ltd. (Head office: Bunkyo-ku, Tokyo; President and CEO: Maro Hideharu; hereinafter referred to as Toppan Printing) and CCC Marketing Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Kitamura Kazuhiko; hereinafter referred to as CCC Marketing) have developed the "GX (Good Experience) Locker," which creates opportunities for people to encounter new brands in the new normal era.

This service uses contactless digital lockers that can be opened using a smartphone, allowing consumers to experience the brand in real life, such as tasting and sampling, without having to come into contact with other people. Even amid the COVID-19 pandemic, companies can not only carry out marketing activities using actual products, but by linking with the "unique data" (*1) of T Card, which has over 70 million members, they can consistently perform tasks from target extraction based on data to attracting customers and measuring effectiveness, which was previously difficult. This will enable the design and implementation of more effective marketing activities than before.
　A demonstration experiment of this service began on Monday, June 7, 2021, at TSUTAYA Akasaka Store (Minato-ku, Tokyo).

■ Development Background
Due to the spread of COVID-19, people are being asked to refrain from going out, and as a result, online shopping and "purposeful shopping" to avoid going out more than necessary are on the rise, resulting in a decrease in the number of customers visiting physical stores. As a result, there are fewer opportunities for real-life experiences, such as tastings, sampling, and experiential events, which were previously offered by various companies. 　
Furthermore, traditional in-store promotional activities such as sampling have challenges such as the difficulty of target segmentation in advance and the difficulty of verifying effectiveness, as it is not possible to confirm purchasing behavior after implementation.

With the aim of solving these marketing challenges, Toppan Printing and CCC Marketing developed the "GX Locker."
This service uses contactless digital lockers to increase consumers' real-world brand experiences while avoiding person-to-person contact. In addition, we can realize target segmentation based on the data held by CCC Marketing, as well as customer journeys related to purchases, such as purchasing behavior after exposure to the brand and brand retention rates, enabling more effective communication with consumers.

■Features of "GX Locker"
・By using contactless digital lockers, products and novelties can be provided without contact.
We have jointly developed a contactless digital locker that can be authenticated using a smartphone with UBO inc. (Head office: Chiyoda-ku, Tokyo; CEO: Takehiko Sato). Customers can open the locker themselves by entering a QR code or serial code they have obtained in advance online, allowing for contactless distribution of sampling products and novelties, providing a new brand experience that is suited to the new normal.

・Working with "unique data" to build a customer journey related to customer purchases.
Communicate more effectively with consumers.
By collaborating with CCC Marketing, we are able to approach targeted consumers based on purchasing data from over 5 billion annual transactions and lifestyle data from over 70 million consumers. Furthermore, by using data-based target segmentation to build a purchasing customer journey, including purchasing behavior after exposure to the brand and brand retention rate, it becomes possible to design a more effective brand experience.
In addition, by linking with "GX Scoring™" provided by Toppan Printing, it is also possible to verify the effectiveness of evaluating and analyzing the emotional value of products and services.

・It is possible to guide customers from online to offline
This service creates a flow for consumers to pre-order online and then pick up their items at a physical location. Furthermore, unlike advertising, by providing added value such as novelties to customers who have obtained information online, you can more effectively drive customers to offline events such as pop-up stores and experiential events.

■ Overview of the demonstration experiment
Participating store: TSUTAYA Akasaka store
Implementation period: Monday, June 7, 2021 to Tuesday, July 6, 2021
Verification items: QR code download rate, store redemption rate, subsequent purchase rate x gender, age, area, whether or not you purchased in advance, various preference axes, etc.
Distribution quantity: Estimated to be around 1,000 (30 days x approx. 33 units)
Eligible people: Customers of nearby T-Card affiliated stores, and those who live or work in Tokyo

■ Future goals
Through this pilot project, Toppan Printing and CCC Marketing aim to further improve the quality of their services and provide effective brand experiences in the new normal era. We will also consider expanding this to various stores across the country in the future.

*1 "Unique data"
"Unique data" refers to over 70 million single IDs, over 5 billion purchasing transactions per year, data on 6 billion types of products handled by a network of 200,000 stores, 300 items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCC Marketing Group's original enhanced data.
* The product and service names mentioned in this press release are trademarks or registered trademarks of the respective companies.
* The information contained in this news release is current as of the date of announcement. It may be subject to change thereafter without notice.
* "QR Code" is a registered trademark of DENSO WAVE INCORPORATED.

Materials related to this matter

Toppan Printing and CCC Marketing develop "GX Locker" for contactless brand encounters

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

Toppan Printing Co., Ltd.
Public Relations Headquarters
E-mail: kouhou@toppan.co.jp