May 1, 2023

FamilyMart and Don Quijote Will jointly Use their own Customer Data Starting in May

siro46 - stock.adobe.com / beeboys - stock.adobe.com

The data will amount to over 30 million customers, making it one of the largest in the country. The plan is to analyze consumer behavior after anonymization so that coupons and other sales promotion activities can be accurately launched. Privacy regulations make it challenging to collect data through site browsing history. Cross-company collaboration is in full swing to secure new data.

The analysis will use purchasing information such as gender, age, products purchased, and location. Each company holds customer attributes and purchase histories tied to each device through smartphone applications.

The purchasing information held by each will be anonymized and provided to and aggregated by Data One (Tokyo Chiyoda-ku) for a fee. When anonymizing the purchasing information contained by each company, a mechanism called "ad ID" in smartphones is used.

An ad ID is identification information assigned to each smartphone or tablet device through an operating system (OS) such as Apple's "iOS." Users can set their tracking by ID or not, which is not directly tied to an individual's name.

It collects purchase information anonymized by ad IDs into Data One, which analyzes it. It leads to effective advertising distribution and sales promotion activities. By targeting significantly more data than each company holds respectively, it will be possible to conduct highly accurate analysis tailored to consumer characteristics.