Episode Details

This time, through the examples of Suntory and Yamasa Soy Sauce, we explain the importance of “integrated marketing” that links products, sales methods, and customer experience.

Suntory has established a method to boost purchasing intent by visualising in-store behaviour using AI cameras, seamlessly linking online advertising with in-store initiatives. In the other case study, Yamasa Soy Sauce identified gaps in customer perception through recipe search data. This led to the development of new products focused on ease of cooking and minimal risk of failure. They also lowered the barrier to use by offering trial samples bundled with ingredients.

Common to both cases is that they go beyond mere awareness expansion, consistently designing the entire journey up to the point where consumers actually pick up and use the product. Thus, integrating online and offline based on data is key to achieving results in today's complex market.

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