Kaizen Platform releases a new sales promotion service “KAIZEN RETAIL SNS” that links SNS with in-store product shelves and promotions | Kaizen Platform Co., Ltd. press release

• Understanding the influence of SNS on purchases, but linking with stores is an issue

With the spread of SNS and the rise of influencers, the changes in society and lifestyles caused by smartphones are becoming more significant year by year, and in 2022, smartphones surpassed television in media contact time for the first time (* 1). In addition, SNS has a great influence on purchasing behavior, as represented by the word “TikTok sales”, which ranked first in Nikkei Trendy’s “2021 Best 30 Hit Products”. According to an internet survey, SNS plays an important role as a sales promotion tool, with more than 60% of people purchasing products they did not plan to buy because of SNS (*2).
However, in stores, which are an important purchasing channel, it is common to link product shelf displays and store promotions with mass advertising such as TV commercials. Therefore, due to the lack of know-how and resources of both manufacturers and retailers, it is currently difficult to implement sales promotions linked to stores even if they are becoming a hot topic on digital such as SNS.

(*1) Hakuhodo DY Media Partners: “Fixed-Point Media Survey 2022”
https://www.hakuhodody-media.co.jp/newsrelease/report/20220525_31766.html

(*2) Neomarketing “Survey on product purchases on SNS”
https://neo-m.jp/investigation/3762/

• “KAIZEN RETAIL SNS” provides end-to-end support from awareness and topicality through SNS to sales promotion at stores.

In order to solve the aforementioned issues, Kaizen Platform has released a new sales promotion service, “KAIZEN RETAIL SNS,” which links SNS with in-store product shelves and promotions, and provides end-to-end support from recognition and topicality to store visits and purchases. increase. By linking SNS, which has a large impact on purchasing behavior, and stores, which are important purchasing channels, we will contribute to sales growth for both manufacturers and retailers.

Features of “KAIZEN RETAIL SNS”

・ Utilizing the advertising improvement know-how cultivated by Kaizen Platform, we provide consistent support from SNS operation planning to influencer assignment, creative production, and advertisement distribution.

・Promoting purchases and gaining recognition of in-store advertisements through product shelving and in-store development that utilizes advertising creatives along with products

・Visualize the cost-effectiveness of the advertising effect during the campaign period

• Initiatives with the skincare brand “Rafra” resulted in 326% of sales compared to the previous year

The first initiative of “KAIZEN RETAIL SNS” is a video campaign that links SNS and stores as a sales promotion for the skin care brand “RAFRA” developed by Rafra Japan, a Unilever Group company. Implemented from December 7, 2022 at each “Loft” store.
As for the POS volume performance during the promotion period, stores without SNS videos grew 108% year-on-year, while stores with SNS videos grew 221% year-on-year. The number of stores that have been developed was 326% compared to the previous year, and the combination of SNS videos and stores contributed greatly to sales growth at stores.

* Loft POS results classified by store development status during the promotion period (comparison between 2021 and 2022 at the same time)

SNS video deployment store image

• Comment from Mr. Kimura, President of Rafra Japan Co., Ltd.:

Currently, marketing activities in the skincare and cosmetics fields in Japan are becoming more complex year by year. A major shift from mass to digital is required, and it is necessary to carry out a wide range of content creation and advertising activities according to various platforms even in digital. Although the EC rate is increasing, the offline purchase ratio in the cosmetics category is still over 80%, and the majority of customers find products on SNS, go to the store, and actually pick them up.
We believe that the “KAIZEN RETAIL SNS” of this measure is a model measure that connects online customer recognition and interest to offline purchases at stores. While it is very simple to broadcast videos on SNS in real time at stores, it was difficult to achieve in the existing market. I am sure you will get it.

• “DX Drive 2023” will be held under the theme of this initiative

Under the theme of “Accelerating Japan’s DX”, a DX online event will be held online on February 08, 2023 to deliver “now” and “reality” together with practitioners in each industry who are currently working on initiatives. will be held at This time, we have invited Mr. Hajime Kimura, President and CEO of Rafra Japan Co., Ltd., as a guest to provide details about the “KAIZEN RETAIL SNS” introduced in this release, as well as the outline and verification results of POPUP. If you would like to participate, please apply from the URL below.

Date: February 08, 2023 (Wednesday) 18:00-19:00
Venue: Online
Participation fee: Free (* Pre-registration required)
Speaker: Hajime Kimura, President and CEO of Rafra Japan Co., Ltd.
Dai Nippon Printing Co., Ltd. Information Innovation Division DX Center
Mr. Yosuke Hirauchi, General Manager, Media Business Development Department, Media Business Headquarters
Kaizen Platform Co., Ltd. Representative Director Kenji Sudo
URL:https://kaizenplatform.com/lp/dxdrive/20230208

■ What is RAFRA?
A skincare brand born in 1999, inspired by the question, “Is using a lot of cosmetics really good for the skin?” We offer his simple skin care with a subtraction concept that brings out the natural beauty of the skin with a two-step care of “washing and moisturizing → conditioning”.
Brand site:https://www.rafra.co.jp/

■ About Rafra Japan Co., Ltd.
Company name: Rafra Japan Co., Ltd.
Established: January 11, 1999
Representative: Hajime Kimura, President and Representative Director
URL: https://rafra-japan.com/
Location: 22nd floor of Nakameguro GT Tower, 2-1-1 Kamimeguro, Meguro-ku, Tokyo 153-0051
Business content
Cosmetics retail and wholesale

■ About Kaizen Platform Inc.
Company name: Kaizen Platform Co., Ltd.
Established: April 2017 (Business transfer from Kaizen Platform, Inc., a US corporation founded in August 2013)
Representative: Kenji Sudo, Representative Director
URL: https://kaizenplatform.co.jp
Location: Shirokane Takanawa Station Building 10F, 1-27-6 Shirokane, Minato-ku, Tokyo 108-0072
Business content
We utilize digital technology to provide solutions that support the business growth of companies.
・“DX Solution” that transforms businesses
・”UX solutions” that improve the website to make it easier to understand and use
・ Next-generation video production service for the 5G era “Video Solution”