Enhancing 'URIMADE': A Comprehensive Solution for Advertising and Purchase Support by Dentsu Promotion

Dentsu Promotion Expands 'URIMADE' for Comprehensive Marketing Support

Dentsu Promotion, headquartered in Minato, Tokyo, has introduced an upgraded version of its media package 'URIMADE,' designed to facilitate a complete marketing path from attracting customers through advertising to verifying purchase effectiveness. This enhancement adds newspaper advertisements and flyers to provide tailored solutions based on products, regions, and target demographics.

In recent years, retail marketing has emphasized the importance of mass advertising strategies using television and digital channels. However, driving purchases in physical stores has revealed the necessity for area-specific marketing and targeted approaches towards demographics like seniors and homemakers. Paper media, particularly newspaper ads and flyers, have proven to be effective in reaching these segments.

Despite the advantages, a challenge persists in that advertising and in-store initiatives often operate separately, making it difficult to gauge their combined impact on purchases. This is where 'URIMADE' comes in, allowing for a cohesive design and execution of advertising strategies that encompass everything from mass advertising to retail media, in-store promotions, and even ID-POS usage. By integrating these channels, Dentsu Promotion aims to establish a seamless customer journey from recognition to purchase.

Key Features of the Expanded 'URIMADE'

Integration of Wide and Local Approaches

The new enhancements combine the broad information dissemination capabilities of TV and digital ads with the targeted outreach of newspaper ads and flyers, thereby facilitating detailed marketing strategies tailored for specific store catchment areas. Collaborating with retail media and in-store promotional activities, this approach effectively designs the pathway from consumer recognition to in-store visitation and purchase.

Cohesive Linking of Paper Media and In-Store Strategies

By leveraging newspaper ads and flyers as starting points, the marketing plan connects retail media, coupons, and in-store promotions to create a clear path leading from consumer engagement to store visits and purchases.

Data-Driven Effectiveness Analysis

Utilizing ID-POS data and POS analysis, Dentsu Promotion tracks and analyzes the impact of the advertising and promotional initiatives on actual purchases. This holistic evaluation from recognition initiatives to in-store promotions enables optimized future marketing strategies.

Proven Success with Major Retail Chains

With a successful campaign implemented for a leading drugstore chain in the Chubu area, involving a combination of television commercials, retail media, and promotional activities, the designated hair care products saw a remarkable 20% increase in sales compared to the previous period. Moreover, the number of new customers switching from other brands rose by approximately 30% year-on-year.

As consumer purchasing behavior and retail environments continue to evolve, Dentsu Promotion remains committed to enhancing the functionalities of 'URIMADE.' By bridging various media channels with in-store touchpoints, the company aims to support business growth for advertising clients and retail companies alike.

About 'URIMADE'

'URIMADE' aligns with the four essential processes of Dentsu Group's next-generation marketing model 'Marketing For Growth': Mechanism Resolving, Value Designing, 360° Experience, and ROI Management. For more information, visit the linked release on Dentsu's official website.

Conclusion

Dentsu Promotion’s integration of diverse media and in-store strategies through the refined 'URIMADE' media package offers businesses a robust tool to navigate the landscape of modern retail marketing effectively. As the company continues to innovate, it paves the way for enhanced customer experiences and greater business results in a rapidly changing marketplace.

About Dentsu Promotion

Dentsu Promotion is an integrated promotional company that connects customer experience management (CXM) with business outcomes, formed from the amalgamation of Dentsu Promotion Plus, Dentsu Promotion Ex, Dentsu Retail Marketing, and Dentsu Tempo on January 1, 2026. Leveraging its strengths in customer experience design to revenue generation, it aims to achieve a balance between improved societal outcomes and business growth.