#Japan #Tokyo #DearOne #SmartNews #ARUTANA

DearOne and SmartNews Collaboration

In an exciting new venture, DearOne, a subsidiary focused on innovative marketing solutions under NTT Docomo, has partnered with SmartNews to launch the "SmartNews Sampling Ads x ARUTANA Boost Package." This collaboration aims to seamlessly connect customer awareness before store visits with in-store purchase behaviors, ultimately enhancing the overall shopping experience.

About the Partnership

DearOne's platform, ARUTANA, transforms retail apps into an ad network, enabling advertisers to reach a wide range of retail applications effectively. With a staggering monthly active user count of 42.5 million across 35 retail partners, including drugstores, supermarkets, and home centers, the potential for influence is immense. Notably, approximately 75% of interactions with these retail apps occur in-store, tapping into customer engagement strategically at critical touchpoints for first-time and repeat purchases.

Conversely, SmartNews leverages its extensive coupon channel, distributing over 150 types of coupons daily, available for use in convenience stores and restaurants. SmartNews has successfully driven foot traffic through large-scale campaigns, including free coupon giveaways to more than one million users. This synergy between DearOne and SmartNews promises to maximize advertising reach and enhance the consumer journey from consideration to purchase by integrating digital and physical retail spaces effectively.

Objectives and Benefits

The primary objective of this new package is to enhance consumer purchasing experiences and support businesses' marketing efforts by providing a comprehensive solution that maps the journey from awareness to purchase. By utilizing SmartNews' coupon distribution capabilities, businesses can effectively engage with consumers during their pre-store consideration phases. Discounts and compelling campaigns encourage more customers to visit stores.

Upon arriving at the store, users can be targeted again through the ARUTANA network, prompting first-time experiences or repeat purchases. This method of linking consumer habits and buying behaviors creates a seamless flow from awareness to interest, consideration, and ultimately to purchase, enhancing advertising effectiveness.

Maximizing Incremental Reach

The varied utility scenarios of both the ARUTANA retail apps and SmartNews news apps allow businesses to target distinct customer demographics that typically do not overlap. Data indicates that from a drag store app perspective, the overlap of users between SmartNews and a specific drug store app remains low, with SmartNews users constituting only 2.8% of the audience within one drugstore app environment. This approach enables advertisers to tap into new customer segments not previously accessible through traditional advertising channels.

By integrating distinct usage contexts from both platforms, businesses can achieve incremental reach, linking advertising campaigns with consumers across diverse scenarios.

Data-Driven Insights

To ensure that businesses can measure the effectiveness of their campaigns accurately, DearOne will offer optional purchase analysis reports post-implementation. These reports will provide insights by visualizing user behaviors through the buying journey, from ad exposure to the final purchase. This analysis equips advertisers with data-driven validations that can enhance subsequent marketing strategies, ensuring a continual cycle of improvement and effectiveness.

In conclusion, the partnership between DearOne and SmartNews through the SmartNews Sampling Ads x ARUTANA Boost Package represents a significant evolution in retail marketing strategies. By merging innovative technologies with retail media and consumer engagement, this collaboration will foster greater development in the retail media landscape and ultimately contribute to elevating the shopping experience for consumers.