Exhibiting at "RETAILTECH JAPAN 2024"! Experience the evolved Fujitsu Personalized Marketing Services

Hello, this is Katano from the Fujitsu Public Relations and IR Office.
The retail information system trade show "RETAILTECH JAPAN 2024" kicked off on Tuesday, March 12th, at Tokyo Big Sight (Koto-ku, Tokyo)! The Fujitsu Group is exhibiting again this year, and we have been visited by many people since the very first day!

This event runs until Friday, March 15th. To encourage as many people as possible to visit us during the remaining days, including today, I would like to share the Fujitsu Group's vision for "RETAILTECH JAPAN 2024," the highlights, a report on the first day, and some tips to help you enjoy our exhibition booth even more!

Fujitsu Group's Retail Vision

To start, I would like to introduce Abukawa, Senior Director of Consumer Experience at Fujitsu's Cross-Industry Solution Business Unit, who is the overall project manager, to share the highlights and our passion for this exhibition.

Comments from Fujitsu's Abukawa

The Fujitsu Group has established "Fujitsu Uvance", a business model aimed at solving social issues through cross-industry collaboration, as the pillar of our medium- to long-term business strategy. This time, we are showcasing numerous solutions for retailers, focusing on the CX (Consumer Experience) domain, to introduce our efforts toward "realizing Sustainability Transformation (SX)" that creates new consumption and connections while contributing to solving social issues.
In particular, products from Germany's GK Software SE (hereinafter "GK Software"), a global leader in cloud solutions for the retail industry with whom we formed a partnership in 2023, were exhibited by the Fujitsu Group for the first time at "NRF Retail's Big Show" in New York, USA, in January 2024. We are also exhibiting them here in Japan at "RETAILTECH JAPAN 2024," so please come and experience these global standard retail solutions.

For details, please visit the Fujitsu "RETAILTECH JAPAN 2024" special website.
In addition to information about the Fujitsu booth and details on the solutions being exhibited, you can also watch videos explaining the goals of our partnership with GK Software and customer DX system implementation case studies, which were introduced at the Nikkei Online Seminar held on February 28th titled "DX Transformation Required for Retailers Now: Practical Examples for Improving Consumer Experience."

*Information related to "RETAILTECH JAPAN 2024" will be removed in about a month, but we will continue to post the latest information on Fujitsu's retail vision on the same site.

First Day Report

~Experiencing Personalized Marketing Services~

One of the highlights this time, Personalized Marketing Services, realizes the provision of optimal information to consumers in various situations based on behavioral history, such as purchase records accumulated in an omnichannel* foundation.
I, Katano from Fujitsu, also tried out the demos for the exhibition solutions "GK AIR Dynamic Pricing" and Fujitsu's "CTP (Consumer Tagging Platform) and Sales Promotion AI"!

*Omnichannel: A sales strategy that allows customers to purchase products or receive services without being conscious of the purchase route, whether online or offline, such as in-store, e-commerce sites, or social media.

"GK AIR Dynamic Pricing" exhibited in Japan for the first time

As part of our strengthened solution portfolio through our partnership with GK Software, "GK AIR Dynamic Pricing" is being exhibited in Japan for the first time. It achieves advanced pricing strategies through multifaceted AI analysis, contributing to improved purchase rates, increased revenue, and reduced waste loss.
In this exhibition, we are introducing a demo where product prices for a fictional national drugstore chain are calculated using "GK AIR Dynamic Pricing". We will dynamically show the flow of formulating optimal pricing strategies based on information such as the situation in the area where the store is located, sales performance by product segment, demand, and inventory!

Figure 1: Products are segmented and pricing strategies are formulated. It's amazing that prices can be set flexibly for each product according to product characteristics, inventory levels, and competitive conditions!

Figure 2: Product prices have been optimized. (1) Baby bottles are classified as a "planned sales end_revenue product" segment, so even if the price is lowered slightly to sell off inventory, a sales forecast can be made that secures a certain profit margin. Conversely, (2) potato chips and (3) amino jelly, as standard sales attraction products and revenue products, were able to have strategies developed to aim for improved profit margins by raising prices based on competitive conditions, past sales performance, and demand.

While conventional price calculations relied on personal experience or were limited to discount responses like time sales based on fixed rules, using "GK AIR Dynamic Pricing" allows for the immediate calculation of optimal prices for all products, including new and standard items.

Evolution by combining Fujitsu's CTP (Consumer Tagging Platform) with Generative AI

We have evolved our CTP (Consumer Tagging Platform)—which converts characteristic behaviors from customer purchase and action transaction data into over 100 types of 'tags' and links them with promotional data accumulated by companies for analysis—by combining it with the automatic generation of promotional content using generative AI! This enables the delivery of personalized services, such as providing optimal promotional content to each individual customer based on the analysis results of their behavior.

For example, in my case, as a customer purchasing a White Day gift, after inputting information such as age and gender, as well as visit frequency and payment method, I received suggestions for recommended products like luxury chocolates and information on limited-quantity discount coupons! It was a fun experience that boosted my desire to purchase.

There are only a few days left for 'RETAILTECH JAPAN 2024'.
Please take this opportunity to enjoy the 'new customer experience' provided by Fujitsu! We look forward to your visit!