Delivered on May 19, 2025
"Shopper Mieru" and "Beacon Bank AD" by unerry
Unerry Inc. Sales Team Mikihisa Kuwata
Affiliation and position information is as of the time of distribution
"Location Data Solutions Catalog" is a tool that covers the location data business.
https://www.lbmajapan.com/catalog
The LBMA Japan website lists a wide range of services provided by member companies. This time, we will introduce "Shopper Mieru," which visualizes actual trade areas based on store visit measurements, market share comparisons with competing stores, attributes of customers, and detailed behavioral preferences.
We also learned about "Beacon Bank AD," an advertising solution that uses 420 million digital twin IDs to directly approach insights and target users.
What is unerry's concierge service, which encourages action based on real behavioral big data?
Speaker:
Mikihisa Kuwata, Sales Team, unerry Inc.
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What is Unerry Inc.? ~A pioneer in utilizing location data~
◾️Company website https://www.unerry.co.jp/
Unerry Inc. (hereinafter Unerry) is a leading company in the use of location information data, which is celebrating its 10th year since its establishment. It was listed on the growth market about two years ago, and as Kuwata says, "It's rare to see a listed company that deals with location information," its uniqueness and innovativeness have attracted attention.
The company's strength is the vast amount of people flow data, or "location information," that it collects and accumulates with permission from smartphone apps and other sources.
The data base is a platform called "Beacon Bank," which stores a whopping 420 million "digital twin IDs" (IDs linked to individual smartphone users). Using this vast amount of data, the company offers a wide range of solutions to companies, including highly accurate analysis services, effective targeted advertising, and even measuring the effectiveness of measures.
Why does location data affect business now?
While it has become easier to understand online behavioral history, capturing offline behavior, especially store visits and surrounding movements, remains a major challenge for many companies. Location data visualizes this offline customer behavior and enables a deeper understanding of customers.
Clarifying the customer image: What kind of people are coming to the store, when, and from where?
Accurately understanding the trade area: How far does your company's true trade area extend?
Competitive analysis: How do customers use your store and competitors' stores?
Effective sales promotion: What areas and attributes of people should be approached to be effective?
The greatest value of location data is that it can answer these questions with concrete data.
Main product 1: "Shopper Mieru" visualizes the "now" of store customer attraction
One of Unery's main products is the customer analysis dashboard service "Shopper Mieru".
Main features and functions of "Shopper Mieru":
Comprehensive store data: Store master data for major retail formats such as supermarkets, drug stores, and home centers is loaded for approximately 45,000 to 60,000 stores nationwide.
Detailed analysis of store visitors: Instantly grasp the number of visitors to each store, demographic information (gender, age, etc.), distance from residential area (trade area), etc.
Competitive store comparison: Not only your own store but also the situation of nearby competing stores can be analyzed flatly.
Lifestyle insights: Infer lifestyles and interests from broader behavioral characteristics such as "what places a customer usually visits (e.g. nursery school, specific restaurant)" in addition to visits to a specific store. This leads to the acquisition of customer insights that could not be seen with conventional POS data alone.
Benefits for both retailers and manufacturers:
Retailers can objectively grasp the strengths and weaknesses of their own stores and use them to optimize their trade area strategies and product lineups. On the other hand, manufacturers can gain a deeper understanding of the customer demographic that visits stores that sell their products, leading to more effective sales promotion planning, product development, and proposals to retailers. According to Kuwata, "The strength of this service is that it shows a wide range of lifestyles other than the purchasing behavior of customers, which cannot be fully grasped with ID-POS data." The price range, starting from 200,000 yen per month, is also set at a level that makes it easy for many companies to adopt.
Main product 2: Beacon Bank AD, advertising delivered to "targeted customers"
Another main product is the advertising delivery solution "Beacon Bank AD."
Main features and functions of "Beacon Bank AD":
Targeting based on human flow data: Based on the vast amount of human flow data (location information) held by Unery, it realizes highly accurate targeted advertising delivery, such as to residents of a specific area or people who have a history of visiting a specific place.
Measurement of store visit effect: It is possible to measure whether people who came into contact with the advertisement actually visited the store. A major feature of this service is that it does not end with just delivering ads, but also visualizes their effects.
Collaboration with Shopper Mieru: Based on the analysis results obtained from Shopper Mieru (e.g., "Our store is struggling to attract women in their 30s and 40s"), Beacon Bank AD can be used to develop ads that are tailored to that target demographic (e.g., deliver Instagram ads to women in their 30s and 40s who live within 3km of the store), and the effects of these ads on store visits can be understood in one go.
In this way, seamless integration of analysis, ad delivery, and effect measurement allows for the sophistication and optimization of marketing measures.
Support as a "measure concierge"
Unery's strengths are not limited to providing excellent products. Kuwata says, "We also play the role of a measure concierge, sharing issues with customers once a month while looking at the Shopper Mieru screen and thinking about advertising strategies together." The process of extracting insights from data and putting them into concrete measures can be difficult for company managers. Unery supports clients from planning to execution based on expert knowledge, helping them maximize their results.
Success story: A supermarket's customer attraction strategy that achieved a cost per visit of 30 yen
A specific success story was introduced, in which a supermarket conducted customer analysis using "Shopper Mieru" and identified the target demographic based on the usage of the company and its competitors. As a result of implementing Instagram ads for that demographic and sending push notifications to users in the vicinity of the store in real time, the company achieved an astonishing cost per visit of about 30 yen. Kuwata-san spoke about the effectiveness of the strategy, saying, "It can cost 500 to 700 yen to acquire new customers, but if you are looking for a highly interested demographic or similar expansion, you can aim for a cost in the tens of yen range."
From analog sales to cutting-edge technology: A person in charge talks about the transformation of digital marketing
Kuwata-san used to work in recruitment advertising, making hundreds of phone calls and cold calls a day. At Unery, he has come into contact with cutting-edge location information technology and is reminded daily of how amazing digital technology is. "Unlike the old time-sold ad space, we can accurately grasp the needs of users and deliver comfortable information (advertising) at the optimal timing. This is a wonderful change for both users and companies," he said, his words about its potential being full of reality.
Unery's Future Outlook: Expansion into the CRM Field and Comprehensive Support
Unery's future outlook is to strengthen its efforts in the CRM (customer relationship management) field. In addition to acquiring new customers through advertising, Unery is developing solutions to build ongoing relationships with customers who have visited the store once or registered as members through the official LINE account, its own app, email, etc., and to increase LTV (customer lifetime value).
"In the future, we would like to aim to create a system that can provide comprehensive support from designing experiences for members to building the necessary data environment and website," says Kuwata. From analysis to advertising and CRM, I felt a strong will to contribute to the sustainable growth of companies through all-round support of customer engagement.
◾️ Summary
"Shopper Mieru" and "Beacon Bank AD" provided by unerry Inc. are solutions that strongly promote marketing DX for retailers and manufacturers by utilizing location information data. It realizes a deeper understanding of customers, accurate targeting advertising, and effectiveness measurement in one go, and also supports the creation of results for companies by accompanying support.
We will continue to keep an eye on Unerry's efforts, which give us hope that "the world will be changed by digital, and we may be able to experience such a future in a few years."
If you are interested in business innovation through data utilization, why not consult Unerry once.