KITTE Marunouchi Promotes Daily Usage with Mygru × LINE Touch, Enhancing Light Users’ Engagement and Customer Development through Gamification

Gixo, Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tomohiro Ami, hereinafter 'the company') announces the continued adoption of its 'data & AI × gamification' platform 'Mygru' at KITTE Marunouchi, a commercial facility operated by JP Building Management Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo).

At KITTE Marunouchi, a previous initiative conducted from December 2025 to February 2026 focused on acquiring visitor data and deepening customer understanding. As a result, it was revealed that the core user base consists of nearby office workers, and a significant portion are light users with high potential for increased visit frequency.

In this new campaign, insights from the previous initiative will be leveraged to encourage repeat and habitual lunchtime visits. Through gamified, tiered challenges, the campaign aims to promote daily facility usage and enhance customer development by increasing visit frequency among light users.

Background and Results of Previous Initiative KITTE Marunouchi attracts a diverse range of visitors, including nearby workers, tourists, and weekend shoppers. However, insufficient understanding of visitor demographics and usage patterns made data-driven strategy development a challenge.

To address this, starting in December 2025, KITTE implemented the 'Mygru' platform to visualize visitor data for strategic planning (※). The analysis revealed that the majority of visitors are local office workers and that over 80% are light users (visiting four or fewer times per month), indicating significant room for increasing visit frequency.

(※) KITTE Marunouchi Adopts Mygru to Visualize Visitor Behavior and Advance Data-Driven Facility Utilization (2025.12.05) https://www.mygru.jp/customers/j0rnzGqn

Objectives of the Current Initiative Data from the previous campaign revealed that KITTE Marunouchi's key challenge is not just attracting visitors, but encouraging repeat usage. Light users, who visit a few times a month, represent a large segment with significant potential for increased engagement.

'Mygru,' provided by Gixo, is a platform that drives customer behavior change through 'data & AI × gamification.' It supports businesses in understanding and cultivating 'light users'—those with relatively low purchase frequency or limited touchpoints—a common challenge across industries.

This new campaign will launch a gamification initiative centered on lunchtime visits. Tiered challenges based on visit frequency aim to encourage repeat visits and habit formation, fostering customer development among light users.

Additionally, this campaign will utilize 'LINE Touch,' provided by LY Corporation (formerly LINE Yahoo Japan). By simply tapping a smartphone on an NFC tag installed at participating stores, users can easily collect stamps, minimizing participation effort and creating an accessible environment for regular lunchtime visitors.

Statement from Mr. Takuya Matsuno, KITTE Manager, JP Building Management Co., Ltd. 'The previous campaign provided valuable insights into our visitors’ profiles and usage patterns. Understanding that our core users are nearby office workers and identifying a large segment of potential light users was a significant achievement.

With this new campaign, we aim to build on those insights to encourage repeat visits, starting with lunchtime usage. By introducing tiered challenges, we hope visitors will participate enjoyably and begin to see KITTE Marunouchi as a more familiar and integral part of their daily lives.'

Overview of the 'Lunch Crawl Stamp Rally' Participants earn stamps by dining at participating stores and receive coupons upon meeting achievement criteria.

Period

- Stamp Collection Period: June 15, 2026 (Mon) to August 31, 2026 (Mon)

- Coupon Redemption Period: June 15, 2026 (Mon) to September 30, 2026 (Wed)

Participating Stores

29 restaurants within KITTE Marunouchi

Achievement Criteria

● 3 Lunch Visits

- Reward: 500 yen coupon

- Maximum Achievements: 1 time

● 5 Lunch Visits

- Reward: 500 yen coupon

- Maximum Achievements: Repeatable

● 15 Lunch Visits

- Reward: 1,000 yen coupon

- Maximum Achievements: 1 time

'Data & AI × Gamification' Platform 'Mygru (Mygru)' https://www.mygru.jp

Mygru is a platform designed to drive customer behavior change through 'data & AI × gamification.' It integrates offline and online behavioral data with zero-party data to visualize and structure pre-purchase behaviors such as store visits, movement patterns, and engagement frequency.

Through missions like challenges, surveys, and incentives, the platform encourages small behavioral changes that accumulate into sustained usage and habit formation. This closed-loop system functions as a 'Data-Informed Customer Development Platform,' integrating data acquisition, behavior change, and relearning. (Patent pending: Patent No. 6841539, etc.)

About Gixo, Inc. https://www.gixo.jp/

Gixo, Inc. is a 'data-informed' company founded by strategy consultants and analytics experts. We support client companies in maximizing data use for deeper 'customer understanding' and solving management challenges to drive business growth. Rather than blindly relying on data, we aim to transform society by enabling logical, rational decision-making through technology and methodology.

Company Name: Gixo, Inc.

CEO: Tomohiro Ami

Headquarters: 11F, Mita Kokusai Building, 1-4-28 Mita, Minato-ku, Tokyo

Business Activities: Data-informed services using analytics

Consulting services leveraging data, and research and development of related tools

Provision of various services using the above tools