KDDI in partnership with Mitsubishi, Loyalty Marketing (LM) and Lawson agreed to a new initiative designed to create new consumption experiences that merge the online and offline worlds.
In recent years, the number of contact points with customers through the Internet is increasing due to the penetration of digital technologies, and the structure of the consumption society is significantly changing. Amidst such changes, KDDI, LM, and Lawson shared a common desire to adapt to the changing consumption society and sustainably provide value to customers. Going forward, the companies will strive to create highly sustainable consumption experiences that are satisfying and convenient through partnerships between each of their businesses. Moreover, Mitsubishi will contribute to the realization of a better consumption society by leveraging business foundation centered on the offline worlds and collaborating with Mitsubishi group companies.
Starting from after May 2020, KDDI and LM will integrate the point systems of both companies into the common "Ponta" service operated by LM and promote the linking of their respective IDs. The result will create Japan's largest class member base of over 100 million people and further integration with settlement services will lead to over 22 million mobile accounts and annual points awarded of over 200 billion yen. Moreover, KDDI and LM will strive to cooperate in regard to deeper data marketing utilizing the member base and the creation of new businesses.
KDDI and Lawson will combine the assets of both companies with the goal of creating new consumption experiences which merge online and offline worlds to develop next-generation convenience store services that involve data and financial services. The companies will provide new consumption experiences through OMO* utilizing a member base of over 100 million people and advanced technologies (5G and robotics) at the real-world points of contact in Lawson's roughly 14,600 stores. Moreover, KDDI will promote "au PAY" at Lawson stores as a highly convenient settlement service.
*OMO refers to the use of data marketing, 5G, and other advanced technologies to analyze insights and the latent needs ofcustomers based on personal data to achieve mutual exchange across the customers.
Through this partnership, KDDI, MC, LM, and Lawson will create new consumption experiences thatmerge the online and offline worlds.
