From Monday, May 13, 2013, to Thursday, June 27, 2013, Grandberry Mall will be hosting O2O* service demonstration trials. Grandberry Mall is an open-air shopping center located in Machida-shi, Tokyo, operated by TMD (Tokyu Malls Development) Corporation. The trials will involve 5 companies: Mitsui & Co., Ltd. ("Mitsui"; Head Office: Chiyoda-ku, Tokyo; President and CEO: Masami Iijima), KDDI Corporation ("KDDI"; Head Office: Chiyoda-ku, Tokyo; President: Takashi Tanaka), Dai Nippon Printing Co., Ltd. ("DNP"; Head Office: Shinjuku-ku, Tokyo; President: Yoshitoshi Kitajima), and two Tokyu group companies, TMD Corporation ("TMD"; Head Office Shibuya-ku, Tokyo; President: Tsugunori Oishi) and its communications Inc. ("iTSCOM "; Head Office: Setagaya-ku, Tokyo; President: Toshiyuki Ichiki).
The five companies will be testing the O2O service platform, which offers services for Grandberry Mall shoppers to have a more enjoyable and convenient shopping experience, with the utilization of smartphone applications and Wi-Fi location-based services.
Customers can gain access to the O2O services by downloading two smartphone applications. Through the first smartphone application, "Snap In for Grandberry Mall," Grandberry Mall retailers induce potential customers to visit the mall by sending them real-time information in the form of images of goods recommended by shop staff, for example, information on new items, information on sales promotions, etc. Later when visiting the mall, shoppers receive information on bargains in a timely manner on their smartphones, such as discount coupons available for use in the shops in the very area where they are, through the coupon distribution application "Coupon In for Grandberry Mall," which utilizes Wi-Fi location-based services.
Through the upcoming O2O shopping service demonstration trial, the five participating companies — Mitsui, KDDI, DNP, TMD and iTSCOM — are going to examine certain aspects of the service, such as strategies for delivering product information and coupons, on the basis of shopper usage patterns, in hopes of making the shopping experience more pleasurable for customers.
Meanwhile, the five companies have their sights set on introducing this service in other shopping malls, and accordingly aim to bring about improvements that enable shoppers to have a more convenient and pleasurable shopping experience.
* Online-to-offline (O2O) service platforms enable retailers to promote sales by reaching out to potential customers through the Internet (online) by means of mobile applications, etc.) and inducing them to visit physical retail shops (offline).
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