Tokyu Card and GIX Inc. Achieve 30% Increase in Active Members and Over 20% Growth in Payment Volume Through TOKYU POINT Service Promotion and Initiative Effectiveness Visualization Initiative

Tokyu Card Co., Ltd. (Headquarters: Setagaya-ku, Tokyo, President: Hikaru Matsunaga, hereinafter referred to as Tokyu Card) and GIX Inc. (Headquarters: Minato-ku, Tokyo, CEO: Tomohiro Amino, hereinafter referred to as GIX) implemented an initiative aimed at promoting the use of the TOKYU POINT service and visualizing the effectiveness of measures from January 22, 2026 (Thursday) to February 15, 2026 (Sunday). In this initiative, we deployed a campaign to encourage cross-facility visits within the Tokyu Group by utilizing 'Mygru,' a 'Data x AI x Gamification' platform provided by GIX. As a result, we recorded an approximately 30% increase in active members and a growth of over 20% in payment volume compared to the same period last year, confirming changes in customer behavior such as cross-facility usage and the creation of new payment actions. ▼ Click here for the case study interview "Over 300% of Initial Projections. Behavioral Change and Revenue Improvement Revealed Through Data Visualization. Tokyu Card's Chief of Sales Planning Team Discusses the Behind-the-Scenes of Group-Wide Initiatives." URL: https://www.gixo.jp/blog/30609/ ■ Background and Campaign Objectives Tokyu Card was considering ways to enhance its measures aimed at promoting the use of TOKYU POINT digital services. This included deepening customer understanding tailored to member attributes and usage patterns, as well as quantitatively visualizing the extent to which new purchases and cross-facility visits were actually generated through these measures. Furthermore, the company aimed to establish a PDCA cycle that connects measures with analysis, enabling continuous improvement based on data. Against this backdrop, the decision was made to implement this initiative utilizing Mygru as a means to achieve data-driven decision-making and highly effective verification. Campaign Overview Name: "TOKYU POINT Digital Service Stamp Rally" Period: January 22, 2026 (Thursday) - February 15, 2026 (Sunday) Overview: Stamps are awarded for shopping at eligible Tokyu Group facilities. Clearing each challenge presents a "Point Addition Ticket." Press Release: https://www.mygru.jp/customers/vzDzTNfL ■ Initiative Summary This initiative achieved high engagement, with both the number of entries and participants exceeding initial expectations. (Compared to the same period last year) Active Members: Approximately 30% increase Payment Volume: Approximately 20% early double-digit growth Visiting Behavior: Improvement in the number of facilities visited and purchase frequency across multiple facilities New Payments: Creation of new payment behavior at facilities not previously used by some members Number of Entries: Approximately +7% compared to projections Achieved 1 or more stamps: Over +60% compared to projections Achieved 5 or more stamps: Over +300% These results confirmed that the initiative led to positive changes in actual purchasing and visiting behavior. ■ Y.I., Chief, Sales Planning Team, Sales Group, Tokyu Card Inc. "Mygru's ability to visualize customer behavior through stamps and its low participation barrier via LINE Mini App were the deciding factors for adoption. The results significantly exceeded expectations, with over 300% of projections for those achieving 5 or more stamps, and an approximately 30% year-on-year increase in active members. The biggest achievement was actually inducing behavioral change in customers and visualizing that change with data. We believe promoting TOKYU POINT leads to a win-win situation for the entire group, and we aim for its everyday use to become established through continuous initiatives." ■ Future Developments Building on this success, we will consider designing initiatives that promote visits to a wider area along the Tokyu lines and encourage continued usage. Furthermore, while considering integration with our own app in addition to LINE Mini App, we aim for the use of TOKYU POINT digital services to become an established, enjoyable experience rather than a one-off event. Additionally, we will establish a system within Tokyu Card to link initiatives with analysis, promoting the creation of a cycle that utilizes acquired data for future measures. ■ About Tokyu Card Inc. https://www.topcard.co.jp/ Company Name: Tokyu Card Co., Ltd. Representative: Hikaru Matsunaga, President and Representative Director Location: Tokyu Card Co., Ltd. 4-10-1 Youga, Setagaya-ku, Tokyo, Setagaya Business Square Tower Business Description: Operations related to credit card handling, money lending, mail order, etc.; brokerage and agency for advertising, non-life insurance, life insurance, etc.; calculation agency and collection agency services, etc. ■ 'Mygru' - A Platform for 'Data x AI x Gamification' https://www.mygru.jp Mygru is a platform that designs customer behavioral change through 'Data x AI x Gamification.' It integrates offline and online behavioral data and zero-party data to visualize and structure actions that precede purchasing, such as store visits, movement, and contact frequency. Furthermore, through 'missions' like challenges, surveys, and incentives, it achieves customer retention and habit formation by accumulating small behavioral changes. Through this series of processes, it functions as a 'Data-Informed Customer Cultivation Base' that integrally manages everything from data acquisition to behavioral change and relearning. (Patent pending, Patent No. 6841539, etc.) ■ About GIX Inc. https://www.gixo.jp/ GIX is a 'Data-Informed' promotion company founded by strategic consultants and analytics experts. It supports client companies in 'understanding their customers' by maximizing data utilization and solves management challenges for business growth. Rather than relying solely on data blindly, it transforms the world using technology and methodologies to enable logical thinking and rational decision-making by humans based on data. Company Name: GIX Inc. Representative: Tomohiro Amino, CEO and Representative Director Location: 11F, Mita Kokusai Building, 1-4-28 Mita, Minato-ku, Tokyo Business Description: Data-Informed business utilizing analytics Various consulting services utilizing data, and research and development of tools Provision of various services using the above tools