Docomo and Toshiba Tec Begin Consideration of Collaboration to Support Manufacturers and Retailers Using Purchase Behavior Data

NTT Docomo and Toshiba Tec announced on May 28, 2026, that they have started exploring a collaboration (hereinafter, the "Collaboration") aimed at supporting manufacturers and retailers by utilizing purchase behavior data.

The collaboration will combine Docomo's marketing assets, including a member base of over 100 million dPoint Club members and "docomo Sense," with Toshiba Tec's purchase data derived from POS systems that hold over a 50% domestic market share, alongside their expertise in store operations. The companies aim to launch the collaboration during fiscal year 2026.

Background In the Japanese manufacturing and retail sectors, there is an increasing need to enhance marketing and store operations based on consumer purchase data due to changing consumption behaviors and environments. However, manufacturers often struggle to obtain and utilize purchase data at appropriate times, making it difficult to measure the effectiveness of promotional measures accurately. Similarly, retailers face challenges such as a lack of data analysis expertise and human resources, hindering the effective utilization of retail media based on data insights.

To address these challenges, Docomo and Toshiba Tec have begun this collaboration to integrate Docomo's customer attributes, payment data, and marketing solutions with Toshiba Tec's POS-driven purchase data and store operation expertise. Through this initiative, they aim to contribute to the further advancement of marketing and store operations by leveraging data.

Scope of Consideration The collaboration will focus on large-scale data integration between Docomo's dPoint Club member base and Toshiba Tec's market-leading POS systems, covering three primary areas:

1. Building a marketing platform for real-time, unified utilization of purchase behavior data For manufacturers and retailers, the ability to quickly and appropriately utilize various data points, including purchase history and attributes, is critical for verifying promotional effects and improving store policies. However, data integration is currently time-consuming, preventing real-time verification and agile strategy implementation. The companies will explore building a marketing platform that integrates Docomo's dPoint Club member data and "d-barai" (d-payment) transaction data with Toshiba Tec's POS purchase data in real-time. This platform will enable manufacturers and retailers to iterate PDCA cycles rapidly based on accurate, real-time insights.

2. Effective utilization of retail media by combining dPoint Club member data and purchase data The companies will explore ways to utilize retail media both in and outside stores—such as Toshiba Tec's "Pipit Self" mobile self-checkout system and "Smart Receipt" electronic receipt service—combined with dPoint Club member data and purchase history. This will also involve linking these with Docomo-owned media like the dPoint Club app and the d-barai app. Specifically, by leveraging consumer attributes and purchase data, manufacturers will be able to provide product information tailored to individual customers via retail media and design effective promotional campaigns. Retailers will be able to provide appropriate information more efficiently through their retail media channels. Furthermore, the companies aim to realize end-to-end customer communication from pre-visit to post-purchase by combining retail media, helping manufacturers and retailers implement more effective strategies while reducing operational burdens.