Tanseisha has partnered with Sumitomo Mitsui Card Co., Ltd. (hereinafter "Sumitomo Mitsui Card") to begin data-driven space creation utilizing "Custella," a cashless payment data analysis service provided by Sumitomo Mitsui Card. By analyzing and utilizing Sumitomo Mitsui Card's payment data through our expertise in space creation, we will provide end-to-end support for the planning, design, and construction of various spaces, using the data as evidence.
Particularly in commercial facility renovation and new development projects, actual purchasing data and spatial design can be directly linked, enabling us to propose spaces that are tailored to the behavioral patterns of affluent individuals and inbound tourists, which were previously difficult to capture. This allows us to support the maximization of business profits and the creation of spaces backed by solid evidence.
This initiative combines Tanseisha's "expertise in creating spaces" with "data on purchasing and consumption patterns."
News Release
■Background of the initiative
In recent years, in the creation of spaces across various fields, particularly in commercial facilities and urban development, there has been a growing expectation for space creation based on objective evidence rather than solely on design aesthetics or subjective feelings, in response to the diversification of lifestyles and changes in purchasing behavior. While affluent consumers and inbound tourists are major targets for commercial facilities and urban development, accurately capturing the behavior of these consumers, who exhibit diverse purchasing dynamics, and reflecting this in attractive spatial Spatial Production and store configurations is becoming increasingly important for improving the profitability of facilities and achieving sustainable business growth.
In response to these market trends, we have launched this initiative to support the development of new facilities and the enhancement of existing facilities with data that is highly effective based on data, by combining the expertise in space creation that Tanseisha has cultivated with the vast amount of data (※1) from Sumitomo Mitsui Card's cashless payment data analysis service "Custella".
(*1) The acquired data is strictly anonymized and statistically processed so that individuals cannot be identified. The data handled by this service is statistical data used to utilize macro insights such as "consumer trends across the entire area" and "purchasing patterns of specific segments" in spatial design, and does not include any private information.
■Three core values of our initiative
1. Card payment data reveals "visualization of real purchasing behavior"
This system objectively verifies the "actual purchasing behavior" of specific target groups, such as affluent individuals and inbound tourists, which was difficult to grasp with "traditional data" such as location information and pedestrian flow data. By capturing real-world consumption rates and purchasing dynamics unique to payment data, it supports the development of evidence-based target setting and merchandising (MD: store configuration and product planning) plans.
2. Comprehensive, one-stop support from data analysis to design and construction.
We go beyond simple data analysis and report presentation; we directly translate the analysis results into Basic Planning, zoning, and spatial design. By handling everything from planning and design to construction in a one-stop service, we prevent inconsistencies and formalization of the concept during the design and construction process.
3. "Smooth consensus building and accelerated decision-making" based on objective evidence.
We provide logical, objective data to substantiate "why this MD (Merchandising Management) and zoning plan was chosen." This helps clients achieve internal consensus building and accountability in various decision-making processes, and serves as a strong basis for proposals and negotiations with external partners and tenants.
■Main areas of support
By comprehensively analyzing vast amounts of purchase history and attribute data, and translating that analysis into spatial planning and design, as well as facility and product merchandising planning, we deliver highly accurate proposals.
- Specifying the persona and target profile
We identify the true target audience based on purchasing behavior by gender, age, and payment amount, and reflect this in the optimal spatial Spatial Production and presentation that aligns with the target audience's preferences and lifestyles.
- Developing a facility concept backed by data.
We will clarify the actual situation in the target area, such as "who lives there," "who visits the area," and "what they buy," and then construct a coherent facility story that aligns with the potential of the region.
Data-driven customer understanding and optimization of customer flow
We analyze customer spending behavior and usage patterns revealed by payment data, and reflect this analysis in planning appropriate traffic flow and store layouts that resonate with target audiences and improve the flow of movement within the building.
- Improving the accuracy of plans and designs by combining them with qualitative research.
By combining quantitative payment data with qualitative surveys and other methods, we can verify design concepts and understand the desired tenant image in advance. This allows us to provide highly effective proposals with improved accuracy in planning and spatial design.
■Image of payment data
*The graphs and images above are just examples of the data that will be exported. They are not actual data that will be acquired.
Please note that this may be subject to change without prior notice.