Sanfuji Planning, Operator of Top Housing Exhibitions, Adopts 'Mygru CRM for LINE' by GiXo
GiXo Ltd. announced that its 'Mygru CRM for LINE' module has been implemented by Sanfuji Planning to optimize visitor communication and promote engagement at housing exhibitions using behavioral data and gamification.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 20:00
- 🔍 Collected: April 28, 2026 at 11:31
- 🤖 AI Analyzed: April 28, 2026 at 13:43 (2h 11m after Collected)
GiXo Ltd. (Headquarters: Minato-ku, Tokyo; CEO: Tomohiro Amino; hereinafter 'the Company') is pleased to announce that its extended module 'Mygru CRM for LINE' of the 'Data & AI x Gamification' platform 'Mygru' has been introduced to Sanfuji Planning Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Yutaka Sueyoshi; hereinafter 'Sanfuji Planning'), which operates the No. 1 total housing exhibition grounds in terms of number of venues and exhibition buildings.
'Mygru CRM for LINE' enables the optimization of LINE message delivery by utilizing customer behavioral data accumulated through 'Mygru.' This facilitates communication tailored to the interests of housing exhibition visitors, aiming to create more business opportunities.
Furthermore, through measures utilizing Mygru's gamification, the company will work on promoting visitor circulation within the venues.
### Background of Implementation
At the total housing exhibition grounds operated by Sanfuji Planning, efforts are being made to maximize the attracting of customers and sales opportunities for each exhibiting house maker. On the other hand, there were challenges such as the difficulty in seeing the movements of visitors—like which model houses they visited and what triggered their visit—and the difficulty in creating touchpoints with visitors who stay for a short time or those who visit solely for campaigns.
To solve these issues, Sanfuji Planning conducted initiatives using 'Mygru' from November 2025 to January 2026. As a result, it was suggested that visitors tend to finish after viewing only one building, and that improving the flow design and gamification measures are effective in increasing the number of buildings visited.
However, a new challenge was found in the follow-up system after the visit. It was difficult to fully grasp the 'house makers of interest' and 'stage of consideration' for each visitor, leading to uniform information provision. Messaging that did not match visitor needs was unlikely to lead to return visits or business negotiations, potentially resulting in missed sales opportunities.
### Goals of Implementation
Based on this background, starting from April 2026, Sanfuji Planning will continue using 'Mygru' and additionally introduce 'Mygru CRM for LINE' and 'LINE Touch' to optimize the customer experience and communication for visitors.
**Mygru (Continued Use)**
- Acquire and visualize visitor interest and behavioral (circulation) data.
- Utilize data to formulate hypotheses and consider measures for promoting circulation.
- Improve the number of buildings visited and the circulation rate through appropriate flow design and the use of gamification.
- Enhance the value of the exhibition grounds by providing information on visitor behavior to exhibiting house makers.
**Mygru CRM for LINE (New Introduction)**
- Utilize circulation data and survey information from visits to provide optimal information and design step-by-step communication based on interest and degree of consideration.
(e.g.) Individual event invitations for those highly interested in specific house makers; proposing basic information/events to early-stage searchers, and visit reservations/negotiations to mid-to-high consideration layers.
- Realize segment delivery of LINE messages smoothly from the Mygru management screen without performing API integration.
**LINE Touch (New Introduction)**
- Utilizing 'LINE Touch' provided by LINE Yahoo Corporation, the LINE Mini-app starts just by holding a smartphone over NFC tags within the venue, simplifying digital stamp provision to visitors.
- Establish an environment where visitors can easily participate in stamp rallies, lowering the hurdle for viewing multiple buildings and leading to promotion of circulation.
### Comment from Tomohiro Fukushima, Leader at Sanfuji Planning
"Through the pilot project last year, we felt a positive response in promoting visitor circulation thanks to Mygru's 'Data & AI x Gamification.' On the other hand, in the follow-up after the visit..."
'Mygru CRM for LINE' enables the optimization of LINE message delivery by utilizing customer behavioral data accumulated through 'Mygru.' This facilitates communication tailored to the interests of housing exhibition visitors, aiming to create more business opportunities.
Furthermore, through measures utilizing Mygru's gamification, the company will work on promoting visitor circulation within the venues.
### Background of Implementation
At the total housing exhibition grounds operated by Sanfuji Planning, efforts are being made to maximize the attracting of customers and sales opportunities for each exhibiting house maker. On the other hand, there were challenges such as the difficulty in seeing the movements of visitors—like which model houses they visited and what triggered their visit—and the difficulty in creating touchpoints with visitors who stay for a short time or those who visit solely for campaigns.
To solve these issues, Sanfuji Planning conducted initiatives using 'Mygru' from November 2025 to January 2026. As a result, it was suggested that visitors tend to finish after viewing only one building, and that improving the flow design and gamification measures are effective in increasing the number of buildings visited.
However, a new challenge was found in the follow-up system after the visit. It was difficult to fully grasp the 'house makers of interest' and 'stage of consideration' for each visitor, leading to uniform information provision. Messaging that did not match visitor needs was unlikely to lead to return visits or business negotiations, potentially resulting in missed sales opportunities.
### Goals of Implementation
Based on this background, starting from April 2026, Sanfuji Planning will continue using 'Mygru' and additionally introduce 'Mygru CRM for LINE' and 'LINE Touch' to optimize the customer experience and communication for visitors.
**Mygru (Continued Use)**
- Acquire and visualize visitor interest and behavioral (circulation) data.
- Utilize data to formulate hypotheses and consider measures for promoting circulation.
- Improve the number of buildings visited and the circulation rate through appropriate flow design and the use of gamification.
- Enhance the value of the exhibition grounds by providing information on visitor behavior to exhibiting house makers.
**Mygru CRM for LINE (New Introduction)**
- Utilize circulation data and survey information from visits to provide optimal information and design step-by-step communication based on interest and degree of consideration.
(e.g.) Individual event invitations for those highly interested in specific house makers; proposing basic information/events to early-stage searchers, and visit reservations/negotiations to mid-to-high consideration layers.
- Realize segment delivery of LINE messages smoothly from the Mygru management screen without performing API integration.
**LINE Touch (New Introduction)**
- Utilizing 'LINE Touch' provided by LINE Yahoo Corporation, the LINE Mini-app starts just by holding a smartphone over NFC tags within the venue, simplifying digital stamp provision to visitors.
- Establish an environment where visitors can easily participate in stamp rallies, lowering the hurdle for viewing multiple buildings and leading to promotion of circulation.
### Comment from Tomohiro Fukushima, Leader at Sanfuji Planning
"Through the pilot project last year, we felt a positive response in promoting visitor circulation thanks to Mygru's 'Data & AI x Gamification.' On the other hand, in the follow-up after the visit..."