CASE STUDY

Acquire customers from new areas with location information marketing

Use AI to extract potential customer areas, run smartphone advertisements, and check the results by measuring store visits

Sanrio Entertainment Co.,Ltd.

Sanrio Entertainment became unable to achieve desired results with conventional advertising, so it has focused on online advertisements starting 5 years ago. The company began to make broad visitor estimates based on the number of online advertisement sessions.
However, they found it difficult to measure how much the number of sessions actually had an impact on the number of visits, and continued for a long time without any standard for measuring visits.
X-Locations has started using XL Insight at Sanrio Entertainment to measure store visits for each mobile advertisement and create standards for return on investment of advertising expenses, as well as initiatives to make a mechanism for accumulating knowledge within the company.

Challenges

Sanrio Entertainment became unable to achieve desired results with conventional advertising, so it started focusing on online advertisements 5 years ago. The company began to make broad visitor estimates based on the number of online advertisement sessions.
However, they found it difficult to measure how much the number of sessions actually had an impact on the number of visits, and continued for a long time without any standard for measuring visits.

Deciding factors in introduction

X-Locations has started to measure store visits for each mobile advertisement and create standards for return on investment of advertising expenses, as well as initiatives to make a mechanism for accumulating knowledge within the company.

1. Tracking current status
Via potential analysis, we can predict the movement lines of customers in their daily lives from big data held by XL Insight, even without such customer as ""where users come from.""

2. Making strategy
From this hypothesis, we run advertisements and measure store visits using XL Advertising. This contributes to making standards to check what kind of initiatives are effective.

3. Accumulate knowledge from hypothesis testing
From hypothesis testing, we found that increasing the number of sessions did not necessarily lead to more visits, and realized that it was necessary to revise our creative aspects before implementing ads again. As a result, we found that potential areas determined by AI were the most effective for getting more visits.

 

Effects of introduction

It would be wonderful if there was no limit to the amount that can be spent on sales promotions, but of course there are boundaries on what can actually be done. We aim to work within a finite budget to deliver timely information to many Sanrio Puroland visitors, so that as many visitors as possible can have a wonderful time there with the people they love.

Future Outlook

We felt the potential for collaborations with companies that form a partnership to work together on new initiatives, as well as the potential to make mechanisms for creating new fans.
Moving forward, we hope to borrow the strengths of many companies in order to use the optimal tools to deliver the optimal information to people considering a visit to Sanrio Puroland, and realize promotions that will enable them to enjoy there time in the park.

Name
Sanrio Entertainment Co.,Ltd.
URL
https://www.sanrio-entertainment.co.jp/
Industry
Entertaiment
Scale
1~30

Sanrio Puroland is a theme park where visitors can meet many Sanrio characters, including Hello Kitty and My Melody. The park holds full scale musical parades, which can be enjoyed by both children and adults alike. The entire park is indoors, so visitors can enjoy their stay carefree no matter what the weather is like outside.

  • XL Insight
  • XL Advertising
  • Tracking current status
  • Business Strategy
  • Strategy Making
  • Knowledge Accumulation
  • Visitor Measurement

Contact

For inquiries regarding our services, products, or other matters to X-Locations, please use our inquiry form.