Supporting Food Waste Reduction and Local Agriculture with 'betrend' in Japan

Transforming Agriculture and Combating Food Waste

In the battle against food waste and for the benefit of local agriculture, BeTrend Inc. has made significant strides. This Tokyo-based company, under the leadership of CEO Hideaki Inoue, offers a smart Customer Relationship Management (CRM) platform, 'betrend,' which has made waves at Forest Farm Co., Ltd.'s 'Shinnoeki' farmers' market. Since its introduction in 2022, the platform has reached over 122,000 app users, witnessed an increase of approximately 20,000 annual visits, and halved its annual flyer budget.

Addressing Retail Challenges

Traditional marketing methods in retail, particularly flyer-based promotions, have faced challenges such as printing delays and an inability to measure ROI effectively. For businesses like 'Shinnoeki', which relies heavily on the sales of fresh produce, delivering real-time information about available seasonal products and addressing food waste due to overstock has proven essential. The integration of beTrend’s CRM addresses these issues by providing timely and precise communication to customers.

Notable Achievements with 'betrend'

The success of 'betrend' at 'Shinnoeki' is notable:
Seamless Integration: The system smoothly connects with existing POS systems, such as TOSHIBA TEC's customer information system, 'CSdelight'. This allows for the management of point cards and coupons seamlessly through the app.
Active Participation: Part-time staff play a crucial role by offering one-on-one support for customers unfamiliar with smartphone technology, resulting in the impressive growth of app users.
Effective Promotion Techniques: Push notifications have proven effective for immediate engagement, for example, creating queues during surprise sales events. This encourages sales during times of overstock and thus reduces food waste.
Strengthening Producer Ties: The application has allowed for a significant increase in 'Thank You Messages' sent from customers to producers, enhancing motivation and connection among the community.

Voices from the Field

Kanda, Manager of Forest Farm Co., Ltd., stated, "Previously, we spent about 10 million yen annually on flyers with a meager 3% response rate. We were driven by the desire to provide customers with fresh daily vegetable information, which led us to adopt the app. Our primary goal has always been to increase our store's fan base as well as those of our producers. Engaging our closest staff to customers has allowed us to halve our promotional costs while boosting customer turnout from the previous year."

His colleague, Maejima, the store manager, added, "Initially, it was challenging to introduce the app to our senior customer base. However, with persistent support from all staff, the app has now become essential. We've seen huge lines forming due to sales notifications and received countless positive responses from producers through the 'Thank You Messages', facilitating a harmonious cycle among customers, producers, and our store."

Future Prospects

BeTrend continues to leverage their CRM platform, 'betrend', to foster effective strategies based on data-driven insights, steering businesses away from outdated promotional methods. They aim to connect diverse stakeholders, including companies, customers, producers, and local communities, to create a sustainable and enriching consumption experience that bolsters business growth.

For further details and case studies, visit: BeTrend Case Study

About Forest Farm Co., Ltd.

Forest Farm runs one of the largest farmer's markets in the Kansai region, 'Shinnoeki'. Since its establishment in 2013, it has formed contracts with approximately 4,000 farmers, currently operating 10 stores across Nara, Kyoto, Osaka, and Shiga. From fresh vegetables and fruits to exclusive handmade products, they continue to support the community's rich food culture.
Visit their website: Shinnoeki

About BeTrend Inc.

BeTrend Inc. has developed a smart CRM platform, allows businesses to effectively manage their engagements with customers via technologies like smartphones, tablets, and mobile devices. Since its founding in 2000, BeTrend has adapted to evolving marketing strategies and expanded its functionalities, gaining traction particularly within the retail and food service sectors. With certifications for information security management systems (ISMS) and the Privacy Mark, BeTrend offers a reliable and secure CRM system. The company is publicly listed on the Tokyo Stock Exchange (Stock Code: 4020).
Visit here for more information: BeTrend