[T-Point Japan x New Balance] New Balance brand experience store utilizing T-Point data opens at Roppongi Tsutaya Bookstore

2021.11.19 Press Releases
T Point Japan Co., Ltd.

- Supporting consumer-driven brand marketing with T's database and store network -

T Point Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) will support New Balance's consumer-centric brand marketing by utilizing the unique data of over 70 million T Points*1 and the TSUTAYA and Tsutaya Bookstore store network across Japan for the pop-up store run by T Point alliance partner New Balance Japan Co., Ltd. at Roppongi Tsutaya Bookstore (Minato-ku, Tokyo) from Friday, November 19, 2021 to Sunday, December 5, 2021.

T Point Japan strives to support the core business of its alliance partner companies, helping them to continuously provide value to the market. New Balance, which introduced the T Point service in April 2021, is currently implementing various marketing initiatives based on the T Point database, including expanding its new customer base through T Point communication tools and implementing CRM (Customer Relationship Management) by utilizing its customer base.As part of these initiatives, the company will open a pop-up store at Roppongi Tsutaya Bookstore where customers can experience the New Balance brand in a real-life setting.

■ Analyzing female customers at New Balance and Roppongi Tsutaya Bookstore to determine the event concept
In setting up the pop-up store, T-Point Japan and New Balance Japan based their hypothesis on analyzing the female customer demographics of the New Balance Official Store and Roppongi Tsutaya Books based on data on their lifestyle attributes and preferences for clothing, food, housing, and leisure. They then personified the results as "a woman who understands essential values, is highly sensitive to information, and has no time for self-improvement," and decided on the theme of the pop-up store as "WOMEN'S EMPOWERMENT by New Balance."The theme states, "For modern women who continue to move forward while balancing multiple roles, New Balance shoes, which boast a comfortable fit, are the new dress code. Now, tie your shoelaces and get started. Don't stop walking and keep going. The meaning behind this logo is "We support such tough and powerful women of the new era."

■ Implement high-quality direct communication with brand drivers
Based on the pop-up store's event concept, in order to provide a higher quality brand experience, events will be held that match the aspirations of New Balance's brand driving demographic, including an "Exhibition of the Words 'EMPOWER' by female guests," talk events with female columnists and artists, live events, and experiential content where you can measure your foot shape and find the perfect pair of shoes for you. Going forward, we will support New Balance's ongoing brand marketing by communicating the concept of the pop-up store directly to the target demographic and conducting post-event verification.

T-Point Japan says, "Turn unique data into solution power. " is our key message, and we aim to be a company that solves the various issues of our T Point Alliance partner companies by utilizing the valuable and diverse data entrusted to us by consumers, and by utilizing "consulting + data analysis" x "data utilization solutions."

■WOMEN'S EMPOWERMENT by New Balance
Location: Roppongi Tsutaya Bookstore (Roppongi Hills, Roppongi Keyakizaka Street, 6-11-1 Roppongi, Minato-ku, Tokyo)
Date: November 19th (Friday) – December 5th (Sunday), 2021
Business hours: 11:00-20:00

*Different from Tsutaya Bookstore's opening hours.

For more information about the POP UP store, please click here.

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, thousands of items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.

Materials related to this matter

[T-Point Japan x New Balance] New Balance brand experience store utilizing T-Point data opens at Roppongi Tsutaya Bookstore

Inquiries regarding this matter
T Point Japan Co., Ltd.
Public Relations/TEL: 03-6800-4464