Parenting App 'Mamari' Launches Receipt-Based Reward Service, Combining Data Utilization with Family Financial Support

Connehito Inc. (Headquarters: Chuo-ku, Tokyo; President: Shinichiro Sugii), which envisions a society where families can achieve their ideals, launched a new beta feature on May 13, 2026, within its parenting app 'Mamari,' allowing users to receive rewards (coins) by submitting receipts for targeted products.

This feature was realized in collaboration with the Performance Media Network, a promotional platform provided by WED Inc., known for its achievements in receipt-buying apps, and Giftee Inc., which develops e-gift platforms. The initiative aims to provide manufacturers and retailers with a direct sales promotion channel for mothers based on highly accurate purchasing behavior data, while building a social-problem-solving platform where marketing investments lead directly to household support for parenting families.

■ Background: 'Decreased Self-Efficacy Among Mothers' Seen in 7,000 User Voices
Regular user surveys conducted by the company, with approximately 7,000 valid responses, revealed that the biggest hurdle for child-rearing is 'economic factors (such as rising prices).'

Furthermore, digging deeper into user feedback, many mothers suffer from 'decreased self-efficacy' or 'guilt about spending money on themselves' due to a lack of or reduced income. Meanwhile, they spend time daily agonizing over product selection, thinking about what is best for their children’s skin and their family’s health.

To affirm this 'invisible process of affection' in choosing products for their families and to reward them, the company developed this service under the concept: 'Reliable rewards for shopping with your family in mind.'

■ Three Benefits for Participating Companies (Manufacturers, Retailers, etc.)

1. Pinpoint and Powerful Sales Promotion (Data utilization in the cookieless era):
It enables direct purchasing motivation for parents who are monthly active users (MAU) of 'Mamari.' Based on definitive proof of purchase via receipts, it achieves highly accurate promotional measures on a performance-based model.

2. Brand Lift as a 'Company that Supports Families' (CSV):
The coins returned to users are not merely 'discounts' but are perceived as 'rewards for actions driven by family love.' Listing on this service contributes to planting the image of social contribution by directly supporting the household finances of parenting families, thereby improving brand loyalty.

3. Extensive Support for Initial Participating Companies:
For the beta launch, products from companies that deeply empathized with the concept, such as 'arau.baby' (Saraya Co., Ltd.) and 'Atopita' (Tanabe Seiyaku Co., Ltd.), are already scheduled for listing.

■ Future Developments and Recruitment of Participating Companies
The service is currently offered as a beta version with a carefully selected range of products (around 10–20 SKUs). At the end of June, a 'coin exchange function' will be released to allow coins to be exchanged for external points or e-money, and the number of listed products will be gradually expanded to over 45 SKUs. With over 100,000 receipt submissions expected per month in the second half of the year, the company is widely seeking companies that wish to deliver products to and support mothers through this platform.