#Japan #regional development #Shibuya #Ponta #Loyalty Marketing

Loyalty Marketing Launches Specialty Products Panel

On May 16, 2025, Loyalty Marketing Corporation, which operates the common points service "Ponta," based in Shibuya, Tokyo, will unveil its latest initiative: the "Specialty Products Panel." This panel data is derived from the insights and behaviors of approximately 150,000 Ponta Research members based on their perceptions regarding specialty products and hometown tax contributions.

With the growing focus on regional revitalization efforts, there is an increasing demand among local governments for data that serves as a foundation for strategic planning. To meet this need, Loyalty Marketing has developed the Specialty Products Panel by leveraging the data-collection capabilities of its Ponta Research service. This new service is designed specifically to collect the opinions and actions of consumers around specialty products and hometown tax systems.

How the Specialty Products Panel Works

The obtained data will allow local governments to understand essential market dynamics. By analyzing the Specialty Products Panel data, LM (Loyalty Marketing) can provide insights tailored to the specific needs of local governments. They will be able to assess awareness levels of regional brands, consumer purchasing behaviors of specialty products, and the profile of hometown tax contributors based on consumer lifestyle indicators.

Furthermore, local governments can conduct additional research on topics of particular interest to them and utilize LM's diverse media channels for targeted promotional actions.

Key Features of the Specialty Products Panel

1. Understanding Consumer Use

Using the data gathered, LM will offer comparative analyses of specialty products and hometown tax engagement on a regional basis. This will help to clarify the differences in how different regions utilize these offerings, including consumer perceptions and demographic insights concerning their shopping habits.

2. In-Depth Research Capabilities

Should local governments wish to delve further, they can request additional surveys over specific categories. For example, they might focus solely on individuals who purchase specialty products or those who utilize hometown taxes, enabling a more nuanced understanding of these demographics.

3. Targeted Promotion Strategies

LM will harness a variety of promotional channels—including apps, direct mail, emails, and social media platforms—to develop effective marketing strategies tailored to the insights gained from the Specialty Products Panel. This allows for optimal targeting of potential customers based on the identified characteristics of various user personas.

Analyzing Consumer Profiles

Recent research indicated some noteworthy demographic patterns and preferences related to specialty purchases versus hometown tax contributions. For instance, data suggested that women aged 60 and above represent a larger share among specialty product buyers, whereas hometown tax contributors tend to be younger, predominantly in their 30s and 40s.

When exploring which regions are popular among consumers for specialty products, Hokkaido stands out as the leading area for both specialty purchases and hometown tax contributions. However, patterns show regional variations, with Kanto showing a higher tendency for specialty product purchases and Kyushu leaning more towards hometown tax contributions.

In addition, the research evaluated the recognition of rice-producing prefectures across respondents. Although Niigata Prefecture ranked first, some prefectures in the Kanto region like Ibaraki, Chiba, and Tochigi—despite being notable producers—were less recognized for their rice.

Commitment to Data Privacy

Loyalty Marketing assures that all inquiries and analyses comply with Ponta's membership regulations and personal data protection laws, ensuring integrity in data handling and consumer privacy.

Final Thoughts

Through the launch of the Specialty Products Panel, LM aims to continually support businesses in overcoming marketing challenges while fostering deeper connections between consumers and regional brands, ultimately driving economic revitalization in local communities.

For more information, visit the Specialty Products Panel introduction page here.