envie GINZA Implements Blockchain-Based Membership App "PONPISH PASSPORT" to Build Next-Generation CRM for Inbound Customers

ANW Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tadashi Shimizu; hereinafter 'ANW'), which develops the 'envie' style contact lens brand, has introduced 'PONPISH PASSPORT,' a customer relationship management (CRM) app based on the Solana blockchain developed by BSMO Holdings, at its flagship store 'envie GINZA' (GinzaNovo B1).

By managing customer touchpoints such as purchase history, fitting history, coupons, and membership benefits as NFTs, the app realizes a next-generation membership service that can continue to provide value even after customers leave the store.

1. Background and Value Provided At 'envie GINZA,' demand from overseas, mainly foreign tourists, is expanding significantly, with tax-free sales accounting for over 60% of total revenue. However, challenges existed in maintaining continuous communication and executing CRM measures after visits, as some countries have restricted access to common SNS platforms. Additionally, there was a need for a mechanism to consistently manage and utilize touchpoints like purchase records and coupons across countries and platforms. To address this, ANW introduced this app based on blockchain technology, which offers tamper resistance, traceability, and the uniqueness of digital benefits.

With this app, customer data—including visits, purchases, fittings, and benefits—is centrally managed on the blockchain, enabling personalized information and a smooth purchasing experience. By utilizing NFT-based history and benefits, the company aims to strengthen repeat visit routes and create continuous engagement.

2. Key Features of the App Global Support in 4 Languages: Supports Japanese, English, Chinese, and Korean for a seamless user experience across language barriers. NFT Management of Purchase/Fitting History: Centralized management of store history as NFTs. Customers can review colors they wore in the past to make future purchases smoother. Membership Tiers and Point Program: Tiers step up from 'Member' to 'Gold' and 'Platinum' based on purchase performance, offering tier-specific benefits like birthday rewards and exclusive campaigns. Management and Distribution of NFT Coupons/Benefits: Coupons and benefits are managed as NFTs, delivering optimized information and value such as new product news, limited-time sales, and event notifications directly to customers.

3. Blockchain Utilization and Corporate Value Enhancement ANW positions 'PONPISH PASSPORT' as a next-generation digital customer foundation. By managing histories and coupons as NFTs, the company aims to visualize customer touchpoints, improve retention rates, and foster brand loyalty, ultimately increasing corporate value.

Key value points provided through the blockchain foundation include: - History Asset Management: Managing purchase and fitting history as NFTs to support future proposals and repurchases. - NFT Coupons/Benefits: Distribution of digital benefits with exclusivity and identifiability. - Event Notification Linkage: Optimizing notifications based on held NFTs and member attributes. - Reliability as a Global Foundation: Enhancing transparency and continuous usability of customer data.

Through these efforts, ANW will promote continuous value provision to domestic and international customers and enhance medium-to-long-term brand value using customer touchpoints accumulated as digital assets.