Tokyu Card Continues to Acquire Over 100 New Customers Per Month Referral Campaign Cloud "Kuchiko Premium Demonstrated improvement in member acquisition efficiency in the financial industry, and is now in full-scale development

Marketing Design Inc. (Osaka, Japan / CEO: Tsuyoshi Hiromi / hereinafter "the Company"), operator of the referral campaign cloud "Kuchiko Premium," has provided Tokyu Card Corporation (Setagaya-ku, Tokyo / President and Representative Director: Hikaru Matsunaga / hereinafter "Tokyu Card") with the referral campaign cloud " (Setagaya-ku, Tokyo; President: Hikaru Matsunaga; hereafter "Tokyu Card"). We are pleased to announce that the introduction of this system has yielded significant results.

Tokyu Card x Kuchiko Premium

Background of the introduction: The "referral campaign" had a response rate of less than 0.001%, was complex, time-consuming, and resulted in a high rate of abandonment.

Tokyu Card has traditionally conducted referral campaigns. However, it faced the following issues.

Customer withdrawal due to complicated procedures

Insufficient reach due to limited notification methods

Complicated operation and analysis

The TOKYU CARD was originally created to be used by people who have a connection to the Tokyu Group.

Counters were set up at shopping centers within the group to promote membership, and "caravan teams" were deployed at stations along the Tokyu railway line.

However, today, approximately 70% of all new cardmembers are attracted to the card via the Internet. In addition to those who join through searches for "TOKYU CARD," the main channel of inflow was from affiliate sites.

In order to further strengthen the Web-based customer acquisition, which has become a major acquisition medium, a "referral campaign" will be launched around 2022. However, due to the limited media used for notification, and the complicated flow of the referral campaign (newsletter notification→entry→issue a code→tell a friend→ask the friend to apply again), there were many dropouts, and the response rate was as low as 0.001% or less. The response rate was as low as 0.001% or less. In addition, it was difficult to conduct analysis to improve the campaign, as we were busy with the day-to-day operations.

In order to solve these problems, the client decided to implement our "Kuchiko Premium.

■Results of the introduction: More than 100 referrals per month, and acquisition of new customers from more than 3 referrals per day

By introducing "Kuchiko Premium," which makes it possible to DX all the complicated tasks of a referral campaign and to handle them entirely, Tokyu Card achieved the following results.

＜1. significant increase in the number of applications

The number of applications for the previous campaign was approximately 100 to 200 in a three-month period, but after the introduction of "Kuchiko Premium," a steady stream of more than 100 new applications per month was achieved.

＜2. Realization of various referral methods

Customer convenience has been greatly improved through the use of LINE (40%), e-mail (30%), URL copy (18%), and 2D code (8%). In particular, a high percentage of referrals were made via LINE, successfully reaching out to younger customers.

＜3. Improved operational efficiency

Data processing and analysis, which used to take one to two days per campaign, has been greatly streamlined with the introduction of "Kuchiko Premium. This has reduced the workload of the marketing department, allowing them to spend more time on strategic planning.

<4. Ease of data analysis

The ability to grasp the effectiveness of campaigns in real time has enabled quick decision-making and strategy revision. This has enabled us to maximize the cost-effectiveness of our campaigns.

＜5. cultivation of new customer segments

The membership base, which previously consisted mainly of women in their 40s and 50s, has expanded to include young adults and men through the introduction campaign. This is expected to strengthen Tokyu Card's long-term customer base.

Image of the introduction campaign announcement on the website

The site is designed to be easy to understand, with the announcement at the top of the site, from where users can move on to the details page.

Web-based referral campaign announcement image 1

Image 2 of the introduction campaign announcement on the Web

Tokyu Card's case study URL

https://www.kuchi-co.com/case/5737/

Future Development

With the introduction of "Kuchiko Premium," Tokyu Corporation and Tokyu Card are promoting the following measures.

＜1) Addition of a referral function from the application

We will integrate "Kuchiko Premium" into the dedicated Tokyu Card application to provide a more seamless referral experience.

＜2) Setting referral points according to card type

We are considering strategic point designs, such as awarding more points for referrals of higher cardholders, such as gold cardholders.

＜3. improvement of the employee referral system

A new system utilizing "Kuchiko Premium" is under construction and operation to promote referrals by Tokyu Group employees.

Through these measures, Tokyu Card aims to improve customer satisfaction and increase the number of members by strengthening services in areas along the Tokyu railway lines and enhancing coordination of services within the Group.

The Company will continuously improve and expand the functions of "Cuchico Premium" to meet the needs of Tokyu Card Company. Specifically, we plan to add the following functions

Improvement of login linkage: More accurate linking of customer data

Expansion to other services (e.g., application registration): Expand the scope of referrals beyond card enrollment.

Multi-step referral mechanism: Promote a chain of referrals and support broader customer acquisition.

Comment from Goshi Hiromi, Representative Director

We are very pleased that our "Kuchiko Premium" has made a significant contribution to Tokyu Card's membership acquisition. In the current advertising-driven red ocean marketing environment, we believe that referral marketing that leverages customer relationships is a more effective and sustainable means of acquiring customers. We will continue to expand the functions of "Kuchiko Premium" to support the growth of more companies in the financial industry and beyond.

We will continue to develop and provide innovative marketing solutions utilizing digital technology to contribute to the growth of our client companies and to consumer satisfaction beyond that point.

■Service Features

About "Kuchiko Premium

Kuchiko Premium is a cloud service that promotes word-of-mouth communication and referrals from existing customers via LINE, e-mail, and two-dimensional codes. while web advertising costs continue to rise, referral campaigns can achieve high cost-effectiveness with low risk due to the pay-for-performance system. It is also a marketing tool that is suited to a cyclical society, as it can be expected to increase LTV (lifetime customer value) through the experience of joint purchases with existing customers. To date, more than 400 companies have introduced this system.

https://www.kuchi-co.com/

■Fees

Kuchiko Premium: 24,000 yen to 80,000 yen per month (varies by plan)

Company Profile (1)

Company name: Marketing Design Inc.

Representative Director: Taketoshi Hiromi

Location: Dojima Axis Building 4F, 2-2-28 Dojimahama, Kita-ku, Osaka-shi, Osaka

　　　　　　 Taiyo Seimei Shinagawa Building 28F, 2-16-2 Konan, Minato-ku, Tokyo

Date of Establishment : February 1, 2017

URL : https://www.mk-design.co.jp/

About Marketing Design, Inc.

Marketing Design is engaged in corporate marketing support and DX promotion, as well as the development and SaaS-based sales of KUCHICO PREMIUM, a patented referral and introduction marketing application. In addition, we are developing a business that provides customer attraction support services for community-based stores such as sports clubs, cram schools, and driving schools.

Marketing and DX promotion support services for companies

https://www.mk-design.co.jp

KUCHICO PREMIUM, a referral marketing application

https://www.kuchi-co.com

Customer attraction support service for retail businesses

https://www.goodsalespromotion.jp

Company Profile (2)

Company name: Tokyu Card Corporation

Representative: Hikaru Matsunaga, President and Representative Director

Location: Setagaya Business Square Tower, 4-10-1 Yoga, Setagaya-ku, Tokyo

Establishment: November 1983

URL: https://www.topcard.co.jp/