DNP and Nihon Unisys to Offer Evolvable CLO Platform Service
Supports payment-linked marketing
Dai Nippon Printing Co., Ltd.
Nihon Unisys, Ltd.
Dai Nippon Printing Co., Ltd. (DNP) and Nihon Unisys, Ltd. (Nihon Unisys), have jointly developed a Card Linked Offer (CLO) platform service1 with ties to various payment methods, including credit cards, prepaid cards and loyalty cards. The new service is planned for a launch in the period between October 2015 and March 2016.
Using this newly developed platform service will facilitate the easy realization of Customer Relationship Management (CRM) that has been difficult to date given the limited points of contact with clients.
Amidst the diversification of payment methods at retail stores and with mail order sales, we are seeing a growing importance attached to the marketing uses of settlement data. DNP and Nihon Unisys launched a CLO service in July 2014 as a payment-linked sales promotion and customer transfer function. Japan is characterized by cash payment, and this newly developed service is aimed at promoting the use of credit cards at the retail distribution outlets that consumers use on a daily basis. The major feature of the newly developed service is the ability to offer privileges on a product unit basis by facilitating the ascertainment not only of retail outlet data, but also product data through the creation of links between credit card settlement data and member merchant POS data. As a result, it is possible to use this data in a variety of member merchant or manufacturer campaigns.
The new service to be provided by DNP and Nihon Unisys, is being offered as a Payment-Linked Marketing Platform that organically links the sales promotion and settlement related services offered by our two companies to date. And by using this new platform it is possible to combine consumer and settlement data, analyze the results and present them for sales promotion and customer transfer purposes through optimal timing, methods and contents for the consumer. Manufacturers, financial institutions and retail sales can look forward to improved sales as a consequence.
[New Joint Services]
This newly developed service is designed to integrate CLO into sales campaigns by manufacturers targeting consumers. In addition to credit cards, it is also possible to form tie ups with a variety of membership services, including prepaid cards, debit cards and loyalty points cards from distributors and retailers. This new service transfers customers to member merchant outlets, by distributing sales campaign information to the optimum member, based on such big data as member attribute data and purchasing histories. And by acknowledging and signing the service contract on the smart phone application or web site offered by the card issuing company, members can use the service free of charge.
[New Service Features]
1. Companies promoting sales campaigns can notify participating credit card members, distributor and retail outlet members of such events. It is possible to use the new service in manufacturer CRM strategies that focus on ongoing communication with consumers.
2. By linking with the new service participating credit card outlets, distributor and retail outlet members can distribute information on product manufacturer driven sales campaigns to members, in the same way as with their own campaigns. Doing so will boost the likelihood of store visits by members, and resultant purchases.
3. As sales campaigns information is delivered to the application and/or website normally viewed by consumers, members can apply for sales campaign in advance on their applications and/or websites, to avoid missing out on the offered campaigns. Participation in the sales campaign is deemed to have been completed with the product purchase, and as a result, there is no need to go through onerous application procedures. It is also possible for members to apply for a variety of privileges, and fun campaigns.
In principle, no costs will be incurred from system configuration or operation of the new service at card companies and/or member merchants (with the exception of customization and modification fees in system tie ups). DNP and Nihon Unisys will receive pay-per-performance transaction fees from advertisers in line with member use of privileges.
DNP and Nihon Unisys entered into a business alliance in August 2012, and are promoting Marketing Platform, a common strategy targeting corporate change whereby marketing is conducted on a cross-company and cross-industry basis. We are focused on next-generation payments, digital advertising, digital contents and digital commerce as priority areas, and will engage with this newly launched service as part of the digital advertising area.
Looking ahead, DNP and Unisys also intend to launch a variety of services to evolve corporate marketing efforts in a sequential manner, and by tying up with the International Brand Prepaid settlement platform service aim for further service enhancements.
DNP and Nihon Unisys will offer this service to consumer goods makers, such as foods, beverages, cosmetics, daily necessities, stationery and miscellaneous goods manufacturers, along with financial institutions, card companies, and distributor, retail and service industry operators, aiming for 1.5 billion yen in sales in FY 2016.