Richell Launches "coorum" and Opens "Richell Kurashi Hiroba" Community to Utilize Fan Feedback in Product Development

Asobica Inc. (Head Office: Shinagawa-ku, Tokyo; President & CEO: Takaya Imada; hereinafter "Asobica") is pleased to announce that Richell Co., Ltd. (Head Office: Toyama City, Toyama Prefecture; President: Senji Emoto; hereinafter "Richell") has implemented "coorum" (https://coorum.jp/), Asobica's first-party data platform based on zero-party data*1.

We will support the creation and operation of "Richell Kurashi Hiroba," an official community where fans who love Richell's products and lifestyle can continue to connect. By utilizing the fan feedback gathered there in future product development and sales promotion marketing, we will provide a community that stays close to customers' lives while nurturing relationships with fans on a daily basis.

*1 Zero-party data: Data that customers intentionally share with a company of their own volition.

Background of "coorum" Implementation

Amidst a continued decline in the domestic birthrate, the baby and childcare product market is seeing an increase in consumers who choose products not only based on price and features, but also on their resonance with the product's or brand's philosophy.

In today's information-saturated environment where parents often face anxiety and burdens, companies are expected to continuously support customers even after purchase and nurture relationships with fans on a daily basis.

Richell offers a wide range of products closely related to daily life, including baby products, housewares, pet supplies, garden items, and life care products, under its own brands.

While Richell has numerous customer touchpoints, such as physical stores, owned media, its own e-commerce site with approximately 25,000 members, and a baby official SNS with approximately 47,000 followers, a challenge has been the lack of a sufficient platform to continuously gather the real voices of fans who are attached to its products and brands, and to foster connections between fans and the company on a daily basis.

To address this, Asobica provides the first-party data platform "coorum" to support Richell in establishing a system that "deepens customer understanding, nurtures relationships with fans, and utilizes their feedback in product development and marketing."

Reasons for Choosing "coorum"

In communities utilizing "coorum," the ability to gain high-resolution insights into product usage, as well as the anxieties and concerns of parenting, which are difficult to discern from purchase data alone, through the real voices (zero-party data) of fans spontaneously sharing how they use products and their tips for childcare and daily life, has been highly praised.

Furthermore, the platform's AI-powered analysis capabilities, which can leverage fan feedback for new product development ideas, improvements to existing products, and marketing strategy planning, along with Asobica's community management expertise gained from supporting numerous major companies, particularly B2C enterprises, were key deciding factors. These capabilities enable Richell to deepen customer understanding and improve loyalty across multiple categories, starting with baby products.

About the Official Community "Richell Kurashi Hiroba"

This community aims to be a place where fans who love Richell's products and lifestyle can gather, share tips and product usage for childcare and daily life, and find hints to enrich their families' everyday lives.

Richell Co., Ltd. Official Online Community "Richell Kurashi Hiroba": https://richell.coorum.jp

Comment from Richell Co., Ltd. Representative

Since our founding, we have delivered products centered around plastic that support families from birth through daily life and into their later years. Through interactions with customers in stores and at events, we have been repeatedly encouraged by the warm feedback from those who love our products. On the other hand, we have felt the need for a place where we can continuously nurture connections among our customers, and between our customers and our company, on a daily basis.

We decided to implement "coorum" because we believe it will allow us to build an online "place to belong" where customers can discuss their childcare and lifestyle tips and continue to connect with each other. We will carefully utilize the voices of our customers gathered there as valuable hints for improving future product development and services. While staying close to each individual customer, we want to nurture this community as a new place for lasting connections.

[About the Data Platform "coorum" Provided by Asobica]

This platform improves all aspects of CX by collecting zero-party data (customer voices and data) based on community and research tools, and analyzing and utilizing it with AI.

It collects and visualizes "customer's true feelings" such as product/service usage, and the background and emotions behind actions, which cannot be understood from digital behavioral data alone, thereby maximizing product development, brand strategy, and marketing effectiveness.

・coorum HP: https://coorum.jp

・Service Introduction Materials: https://coorum.jp/document_requests

[Company Overview of Asobica Inc.]

Company Name: Asobica Inc.

Location: 8F/9F, A-PLACE Gotanda Building, 2-27-3 Nishi-Gotanda, Shinagawa-ku, Tokyo 141-0031

Representative: President & CEO Takaya Imada

Company HP: https://asobica.co.jp

Operated Media "CXin": https://coorum.jp/cxin

[Company Overview of Richell Co., Ltd.]

Company Name: Richell Co., Ltd.

Location: 136 Mizuhashi Sakuragi, Toyama City, Toyama Prefecture 939-0592

Representative: President Senji Emoto

Company HP: https://www.richell.co.jp/

[Inquiries Regarding This Release]

Asobica Inc.

Mail: marketing@asobica.co.jp

Contact: Marketing Department